Any time that a specific feature brings a lot of value for a small crowd, it's bad business to commoditze it. It's how ECC memory kept being restricted to Xeons, and how hotels were able to charge for Wi-Fi back in the day. Majority of people didnt really need it, but the ones that do will insist.
But here's the thing: those people that absolutely rely on that feature will pay such ludicrous amounts that it subsidizes the product for everyone else. Heck, this one is big enough for Intel to create a sales channel and launch a product for it. That's $50M out the gate. They expect returns that change the bottom line, and significantly so.
Only question is whether the feature in question is a seat heater or ECC memory. If it's something that basically everybody will want, it's rent-seeking. But by the looks of it, I'm not going to unlock this on my parent's computer, so well done Intel?