The worst one for me is leather seats.
"Oh, you want safety and comfort features X, Y, and Z? We've got them, exclusively available in our EX model. And you even get leather seats!"
But I don't want leather seats, and I will never buy a car with them. I wear shorts in the summer and I hate it when my legs stick to the seat.
If I can get a car with X, Y, Z and cloth seats, I'm in. But that can be hard to find.