Tried various options yesterday like turning them on, then off then on again to see if it improved it.
Nope, literally a 12 minute drive and they were just starting to warm up - it can't be right, there is no logic behind it taking so long.
As bad as the A3 Black Edition heated seats were, they still warmed up quick (3-4 mins) it was just their overall temperature sucked (thanks to Audi reducing the temps across the range from 2009)