Sure, if the consumers actually do have the choice. The heated seats are pre-installed and you pay for it, whether you activate the subscription or not. You can't choose a cheaper, non-heated seat, as far as I know.
As an individual consumer, you don't have that much leverage or power. As a group of consumers, aka voting citizens, it's easier to handle such rent seeking businesses practices through legislation.
From what I've read, on models where a feature is standard, BMW doesn't charge a subscription. It's only available as a subscription when it is an option, making it obvious you aren't paying for it except in the subscription. I think their idea was to make it so different people can lease the same car and pick different options essentially.
The cost of the heated seats has to be covered by the actual purchases of that option, otherwise they'd be selling a car without heated seats for the price of one with them, at which point the car is overpriced.
If car manufacturers could just arbitrarily charge more, then they would do so anyway, seat heating hardware or not.