I will not pay extra for heated seats. I will also not be paying for heated seat hardware that is deactivated behind a paywall.
When I buy a physical object, that is my object. If they want to charge subscription fees they can do it on something they own. If they want to charge for new functionality they can do it own something they own.
I'm fine with the option but if it's backed up with the force of law, I'm not fine with that. If you install the seat-heating hardware, lock it down with DRM, and prosecute me for hacking it, well, we're going to have a problem.