I bought them for a few reasons:

1) I don't like a sweaty backside after spending a few hrs in hot car with leather seats...not like it ever really gets hot in Seattle though. Curious to know if it's cooled by electric fans or the actual A/C..
2) "Active" seemed neat for those 14 hr road trips I do on occasion up to Canada...maybe it will help from keeping my legs, back and a$$ from falling asleep
3) Because 14-way power seats are just not enough so I needed 20-way (joking) :p