Are ford dealerships true to say that parts need programing to be installed?

I have a ford fusion that I bought as a repairable and the radio didn't work, so I bought a new one on eBay (the cd player) and now the radio and cd player works. However now my SYNC is not working. However I cat with ford and they think they know what it is but that it needs to be programed for the car. Like is that their way to say don't buy the part on eBay for half price then what we would charge? I mean the guy said that he doesn't see many plug and play parts in cars, but my cd player just worked when i plugged it in.

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