On some level, you are correct, but the OP is right to complain. The leather on the QX60 is soft, but it also stretches a bit. I also recall seeing this on my seats early on, but the good news to the OP is that I don't think it gets much worse.They'll look just fine in the future, mine look the same as that. I clean em' around 2 maybe 3 times a year with a leather cleaner/conditioner spray but they still have those minor lines and 'bubbles' or waves, been there since relatively new that I remember. Enjoy the car and don't nitpick stuff like this IMO, it'll make for a miserable ownership.
Leather seats in my other cars didn't do this until much later.