Boeing say bleed of the steady headwind addition at some point before landing (i.e. between the threshold and the flare) but keep the gust addition.
So how do you bleed off 15 knots (1/2 the HW component) in the few (seven seconds?) between crossing the threshold and the flare? On the other hand, the 737 FCTM does say (if landing with ice on the wings) that 10 knots should be added to the final approach speed. It further states this 10 knots should be bled off from 200 ft down - not between crossing the fence and flare. Some inconsistency by Boeing, maybe?