I've had this (cough) "opportunity" in my Tesla for as long as I can remember. (Dual-motor Model 3, it's well-known that it's mostly software differences to make it the performance version.)
Guess what: My Tesla is fast enough. I don't feel any need to pay more money to make it go faster.
(I'm not going to whine about rent-seeking or how I own it and I should be able to do what I want with it. Instead, I'm going to point out that:)
Market forces will always push costs down and performance up. If a car company decides to artificially cripple their car so that you feel forced to pay extra; another car company is going to see that as a golden opportunity to undercut. Market forces will make sure that cars are "fast enough" at base price, because only timid drivers want an artificially slow car.
(And, yes, my Tesla does have an option to make the car artificially slow.)