I just put on some Lexol this morning myself, and the seats did suck it up. Didn't want to use too much so I just went with two coats and then wiped according to the directions. It seemed to want more.
Got this little bit of info from the owner of a 78 Ferrari GT308 this evening. He's tried Lexol, McGuires, and something else he couldn't remember the name of. He didn't like the Lexol, thought it left the leather kinda greasy feeling. He said go with Zaino leather conditioner, best stuff he's ever used. I saw the seats. Zaino will be my choice, too. Sure do hate to put aside that big bottle of Lexol I just bought, though....