My sister in law bought a new VW a few years ago. Last winter I borrowed it and commented to her after about how nice the heated steering wheel is in the winter. She just laughed and said it would have been nice to get that option. I thought about that comment for a while then I called her and asked her about it. She didn't know that her car had a heated steering wheel... for 3 years. She was both embarrassed and happy at the same time.