I always liken it to a pointless arms race, they just want more "features" than other manufactures and most owners don't know how to use them.
Just take the seats, 18 way adjustable with memory settings (computer controlled), 4 stage heated or cooled (computer controlled) many massage programs, just your lumber, just your shoulders, from the bottom to the top or top down all with variable intensity, plus programmable time wise so you can have it start after an hour driving, all set up on the touch screen and this is on all 4 seats in some. then they have SRS air bags in them not to mention video screens and speakers all worked by more computers.
Get some water in a reversing camera which shuts a BUS off and half the car don't work. Give me a Classic RR.