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For the example of the heated seats, if you pay for the option up front, you will not be charged a monthly fee.
The strategy is for keeping the vehicle attractive for the current and the next owner and so on. Let's say you live in a hot state so you order the vehicle without heated seats and you save a few bucks, but the next person who owns it wants heated seats, the car is already pre-wired and the next owner has the option buy the option right out or pay in subscription etc.
Also, allows for testing prior to purchasing the option.
All in all, pros and cons.. just like anything else in life with choices!
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