People are pushing back against the idea that you can't do whatever you want with a physical thing that you own. You own the heating mechanism in the seats, you own the hardware needed to turn them on, and you own the computer which activates it. If Toyota sold me a car with heated seat mechanisms installed and no switch, they couldn't stop me from installing my own switch. That you might not be able to do what you want with a physical object you own, in theory, makes this different.