Not so long ago, seats were seats. But with intense competition in the marketplace and technology advancing, the focus on car seat design has heightened. For more than a decade, Matthew Beecham has monitored events at Lear Corp, one of the world's largest seat makers. Here, he asks Jeff Frelich, Lear Corp's director of research and design, seating systems, about the role of Lear's ComforTec Consumer Comfort Systems, consumer clinics and its so-called Flexible Seat Architecture which can be found today in some 20 million cars across 13 different vehicle lines.