At one time, say up until the mid-seventies, when people purchased a new car many of them came directly from the factory, equipped just the way the customer ordered. Around here in those days most folks ordered a block heater.
Now when you go to purchase a new vehicle you either take something already on the lot or give the dealer your specifications and, after looking around on the computer they tell you there is one that's pretty close out in Syracuse. "It's the right color but the interior is Jade Green and it has the optional $3,000 aluminum wheels."
I know the MBA's think packaging options and ramping up the price is the smart thing to do, but if people could still order vehicles with only the equipment they want and need, I am convinced that both the people and the car companies would be in a lot better shape.*
* Sorry to go off on a rant, but my last truck cost over $40,000 and came factory equipped with a sound system a lot more expensive than most people have in their homes - does me a lot of good, I'm deaf as a post.