Motors get hot and it’s quite reasonable to not include tons of cooling just so that you can adjust your seat for hours on end.

That said the implementation is still stupid as time isn’t the right measure to judge motor temperature, motor temperature is. Thermocouples cost fractions of a cent, the motors probably already include one or two as they already have smarts (being hooked up to the CAN bus and not straight voltage). Which would also take care of differing environmental temperatures as obviously the motors are worse at shedding heat when it’s scorching hot in the car.