I think the UK market may be somewhat different to the US in terms of buyer profile. From reading sites like Boxanet I suspect that a lot of UK buyers are stretching themselves financially to get into these cars and therefore tend not to load them with extras. Of course there are people for whom money is not so tight and who are prepared to lose the cost of the options if it makes their period of ownership more enjoyable. There is nothing wrong with either viewpoint. Then there are the really wealthy who can afford to spec a car in a combination like speed yellow with cocoa interior and get next to nothing come resale as no-one wants it.