I have seen one situation where this makes sense: IBM selling servers with say 2, 4, 6, or 8 cores; you pay for what you need today, and if your business grows and you’d need an upgrade, you just pay for activating two more cores.
The alternative for the customer would be to find someone willing to buy a used 2 core server, buying a new 4 core server, and transferring everything over - substantially more expensive. So the guys insisting “I was given a server with 8 servers, I can activate the remaining six without paying” can be told “if you insist, then we stop selling that way, and everyone loses”.
Now let’s say BMW charged £500 for heated seats. And it costs £100 to put in a deactivated heated seat. (You think they are ripping you off? Tough to be you then). That means I can turn the heated seats on in my new BMW for £500, same cost as before. BMW saves money by needing to build only one model. And without the heating built in, changing your mind would cost significantly more or be impossible.
So overall this could be beneficial for the customer. Especially if you didn’t want the heating, and 3 years later you want to sell your used car to someone who insists on heated seats. No problem.