Do you mean a car that has massage seats is a luxury car, and Tesla doesn't want to build a luxury car?
The price tag draws comparisons to features in luxury cars inevitably. Audi, Merc, BMW all have a great ride comfort and the massage seats play a role when you need it. You might not need it for your daily drive but on a long day you have it at your disposal. Turn on the massage along with the heat towards the end of a tiring road trip you feel rejunvated for sure. Hope Tesla can improve on utility space, ride comfort in the days to come. I have an R1S reservation and hopeful that Rivian doesn't disappoint. Road noise, windshield heat, seats, smoother ride can all be areas that Tesla can improve. Do they need to do it right now is an open question and they have the right to prioritize compared to other important problem like the shudder issue, optimization, newer product launches etc. I would prefer that the shudder issue is taken care.
So, where does Tesla stand apart from the other luxury car makers ? 'Software for every part that moves'. This 'Software-first' architecture/paradigm can only be matched by a few and mostly new companies like Rivian, Lucid (based on whatever information has been released so far). The other car makers are probably working on a few projects now to switch to this paradigm. This paradigm can be done to ICE cars too but I doubt any company is working on it on their ICE platforms.
When it comes to product management, there are always 'Must have' and 'Nice to have' features. A pivot of this will be competitive advantage as well. Shudder IMHO is a 'Must solve' issue. Massage seats, Cabin noise are competitive markers that fall in the 'Nice to have' bucket.
Personally, I use AP, FSD a lot and were the primary reasons for buying a Tesla due to my freeway commute. The price tag made me compare with all the other luxury car brands. It has been 3 years with my Model S and when I recently test drove the other brands before placing my Model X order they were nowhere near Tesla in ADAS (Advance Driver Assist Systems).
Not sure if there is a refresh or not I just don't want Tesla to sacrifice safety in any way. My situation, POV - with the pandemic, there isn't a lot of driving to do. No hurry to buy a newer car and keeping an eye on how Rivian develops it's production vehicles.