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Well known problem/complaint at the dealers guys. I complained about it the first month when I got an ES loaner during my service. The seat heater in the ES felt like a fire compared to mine and I mentioned it. Turns out it has to do with the seat design and element placement. Bottom line from Lexus was, yes it sucks, we know it, our bad, sorry guys.
Thankfully I live in LA where its not needed much but even on our cold days its barely adequate.