I've found over the years that leather seats are more comfy (IMO) than cloth. Never had massaging seats so cannot comment on them. Heated seats, yes and a must. All that being said, We had a '88 F250 Lariat w/ captains chairs (cloth) and loved them. Next was a '91 GMC 2500HD and we switched out the factory ones w/ cloth as that's what the pkg was and again found them to be quite comfy. Moving forward still, was a '97 Chevy K1500 w/ leather (don't recall if heated tho) and they were very comfy. At this point '03, we entered into the foray of the super/heavy duty market and got a '03 F250 Lariat w/ leather (heated) and found them to be quite comfy overall. Bought a '15 F350 XLT w/ cloth in late '14 and seats were ok overall. New RV in '17 forced us into the DRW arena, so got a '17 F350 DRW XLT w/ cloth, but added heat via aftermarket to them as we figured we'd have this truck for sometime now. Again, like the '15 they are ok, but I really don't have a prob being comfy on long trips. I've actually been more uncomfy not being able to place my elbows on anything really closer top the seat to rest. So asked here on got a couple suggestions for products to get and DID help a lot. That being said, again, IMO, if given a choice overall, would opt for leather as for some reason they just seem to be more comfy overall. Am only 5'7" and couple hundred pounds, plus being a semi driver, used to long seat rides anyways. Last 2 trucks were off the lot purchases.
Kinda long winded, but that's my take on seats, but agree w/ many replies thus far that you'd be best to try all mfr seats to see what you like best. Side note here as well, as we did this back in '03 when we were looking for crew cabs to see which one we felt was the best fit/room (and car seat) for us. Compared Ford/GM and the Ford won.