> when you've left your car in below zero weather it's useful

Yup. Getting back from any snow sport where you wiped out and all the snow decided your butt's where it's going to hang out sells the product.

> Heated steering wheel on the other hand; that's heavenly

Twice I tried it on rental cars it freaked the hell out of me. This is what I'd imagine people experiencing some exotic neurological collapse feel like - part of hands feeling warm, while surrounding bits feeling frozen. Mixed signaling, really bizarre dissonance. So now when I get a new car, I get pretty much every option except for the heated steering wheel.

If you do not have a garage and live in a cold weather climate they are fantastic. Heat up almost instantly when the engine might not warm up entirely to get the heat going for a good 15 min.

I see you did not grow up going out to the driveway to start the car before breakfast :)