Two problems:
ATVs and snowmobiles have handlebars that turn through maybe 45 degrees in each direction. A wire up the column suffices to carry electricity up to the wheel for the heat.
Those products that you so snarkily linked through lmgtfy are made to physically plug in when you start the car, then physically unplug again when you want to drive. Hardly very practical IMO.
You need extra space on the clock spring that carries signals from wheel mounted buttons because the wheel in a car goes all the way around, usually around 1.5 times in each direction, meaning 3 rotations. And that clock spring space has to be built more beefily because you're carrying real current, not just a couple mA, and you'll need two because you need a solid ground. Not something that you can just slap on and plug into the cigarette lighter.