Pulling fuse 35 in the passenger compartment fuse panel (Smart Junction Box) may or may not make a difference. That fuse controls a lot of things, including the camera, AWD module, Parking Aid module, etc. Some very noticeable stuff. So my guess is replacement of the lumbar/massaging component is the true solution.
A couple of threads that may give you insight on MultiContoured seats:
http://www.ecoboostperformanceforum.com/index.php/topic,932http://www.ecoboostperformanceforum.com/index.php/topic,2232How it's supposed to work

Item Description
1 Massage control button
2 Lumbar air bladder control button
3 Seat track control button
4 Recline control button
Push button 1:
- forward for cushion massage or rearward for backrest massage
- either way to turn off the massage
Push button 2:
- up or down to select top, middle or bottom lumbar air bladder
- forward to inflate or rearward to deflate a lumbar air bladder; hold the button until the desired pressure is reached (each bladder must be selected and inflated/deflated individually)
- forward or rearward while the cushion or backrest massage is on and the massage will turn off
Push button 3:
- in any of 6 positions to adjust the seat track
Push button 4:
- forward or rearward to adjust the backrest
When massage is selected, 1 bladder at a time inflates and deflates in the backrest or cushion. The backrest and cushion massage cannot operate at the same time. Backrest or cushion massage times out after 20 minutes.
When the backrest massage is turned off, the lumbar control will default to the middle bladder. If unsure which bladder is being controlled, 2 pushes up or down will always select the top or bottom bladder. The lumbar bladders can hold pressure while the cushion massage is on. After turning the backrest massage off, the pressure in each of the lumbar bladders will automatically return to their previous pressures before the massage was turned on, as long as voltage and ground remain at the module. Lumbar pressures will automatically reset after temperature fluctuations or when the vehicle has been turned off for a while.
When the backrest or cushion massage is on and the engine is turned off, the system will turn off and the module will not bleed off pressure in the bladders that are inflated. When the vehicle is turned on again, the Electronic Control Unit (ECU) defaults to off and deflates all bladders that were being used in the previous massage cycle. If the backrest massage was on when the engine was turned off, the pressure in each of the lumbar bladders will automatically return to their previous pressures before the massage was turned on.
When the cushion massage is turned off with the seat control switch, the bladders will deflate. The cushion bladders cannot be selected to hold pressure individually like the backrest bladders.