It's all about the fiber.

They’re selling custom-made rubber mats to protect the carpet in your vehicle. Which, correct me if I’m wrong but wasn’t carpeting a special option not so long ago and rubber mats the default state? I’m going to make a mint selling expensive aftermarket manual window cranks. It’s like how the cheapest bread is the whitest bread, but then you have to pony up for the bran supplement.  I know who’s buying those mats though- a generation ago they’d have put clear plastic over their cloth upholstered sofas. So much classier than just buying a plastic sofa in the first place.