You're right, car dealers/manufacturers do use options packages to increase profit margins by bundling less popular high margin features with more popular ones. The number of brands that let you spec out a new car using a truly a-la-carte selection of options has shrunk, and is now mostly confined to the ultra high end brands (which make huge margins on everything anyway).

However, it's not a new phenomenon, manufacturers and dealers have done this with "luxury" or "sport" features for a long time. This has usually meant adding stuff like alloy wheels, different interior trims, better speakers etc. The difference now is the huge amount of complexity that modern "smart" features bring.