I'd like to see a comparison of total number of option codes available today vs what they had in the days of line-item ordering. My gut says we probably get about the same number of choices overall, only now each choice has half a dozen options packaged together. and if that's the case, the whole argument is stupid because we have just as much choice as we did.
The bill of materials is there, sure, but within that BOM, humans have tagged every part with "pick rules" that identify which option codes they are used with. We're talking about throwing away all the current option codes and replacing them with what, 5 times? as many so all the pick rules would be different, there will be assemblies grouped differently which means their models and drawings and assembly part numbers will be different. Then there's the parts that interface with other affected parts, and now instead of two versions of that part we need 10 to make them compatible with every combination of line items instead of just being changed by one option code. All the extra versions of that part have to be designed and tested and sourced and procured and then each unit is more expensive because the supplier can't leverage the same economies of scale and it just snowballs. I'd bet changing a current, already launched model to line-item ordering would take 6 months with the same size of team they used to launch it. It would be less to do it that way to begin with, but it would still add weeks and again, I agree with the automotive companies marketing teams that there's not an ROI to be had in this. There's a reason development of a new model often takes 3 years. The devil is in the details. Automation is great for kicking out mass quantities of something and can handle configurability to an extent, but it's not as flexible as brute forcing it with manpower like days of olde.
Then for all that effort, what's the outcome? They sell a few small $ line items instead of the big expensive packages they used to? And what do you think the result of that will be, they just make less money? Hell no, they'll make the bottom line one way or another, and it probably looks like charging just as much for the line items as they were making with the packages, or adding the difference onto the base price, or cutting cost by outsourcing the powertrain to China. Maybe year 1 they get some extra sales by fooling people into thinking they're saving money with ol' fashion line item ordering but the other guys will catch on soon enough, even things out and then you'll have your utopian car market where everybody can order by line item but they still cost just as much and they're probably even shittier than they already are.