If Mazda wanted to dominate the market, they would put together a package that included auto, a/c, cruise and remote locking. I don't care for auto so much, but my wife doesn't like manual transmissions. I can only surmise that Mazda doesn't care about having good sales numbers.
Having to choose option packages just to get one or two features is going to push people away, but not as much as the dealers can!! I walked in to my local Mazda dealer last September prepared to buy a Mazda3 (that's what the wife wanted). I said to the salesman, give me your best price on a Mazda3 with auto and a/c, and he replied by writing down the MSRP! I said "is that your best price?" and he said "yes". So I went next door to the Honda dealer who wrote down a price for a Civic that was more that $3k off the MSRP. After tax, the Civic cost less than the Mazda Protege we bought in 2000.
My wife still grouses that she's not driving the Mazda3 but she does like her Civic a lot.