Honestly I'm on the fence about updates. In some ways they are good, especially with the novice or semi novice user. Most of them probably wouldn't even notice the difference if it automagically updated like their phone, computer, etc. But having said that....
....if you get a bad update, something breaks, etc...then you'll probably be having a bunch of people having to "send in" their product, because they have no idea how to fix it, how to revert it back to the prior code, etc. This will cause problems, delays, screaming, and lower star ratings on Amazon.
And that is probably why they don't. If someone is savvy enough to upgrade firmware, they are savvy enough to follow some instructions on how to revert it back to "last known good." If they aren't that savvy, the version they have is hopefully stable and hopefully works, and no problems or RMA's, bad reviews, screaming on websites like this for help, etc.
Those who want the features will seek them. Those who just want it to work will pull it out of the box, slap it on a pole, slap the thing on the wall, plug it in, and be happy.