I don't want to live in that kind of world. If I buy a cheaper car it's because those features ARE NOT IN THE CAR. Having "options" is not the same as having unlockable features. This is like "DLC on the disc" for video games. If I buy something, I expect to own the entire contents of the thing I have purchased.
If this "feature renting" thing becomes the norm in my life time, you can BET I will be a pioneer in the field of "hacking" these features to life in my car, and gladly sharing walkthroughs on the internet with other people looking to do the same. Lock me up if you want. If I bought a car with heated seats, I'm going to use them, not pay extra to have someone else turn them on.
I don't think Windows 8 is the big flop anti-Microsoft folks are hoping it will be. It's different. But so was Windows 95 when the Start Menu was introduced. My Surface RT and I will be here if you need us.