Just upgrade the firmware
I hear people say as if Company X can "simply" have firmware update to add X feature and Y feature. We are not yet at a point where wishlist can be converted to software, so it takes incentive, capability (including hardware), and of course money. Software development takes a lot of resources, so I think vast majority, if not all, of the times firmware updates will involve fixing bugs on existing features rather than rolling out new ones.
I bet that hardware (exception being the sensor) are much cheaper than the software development costs in Nikon/Canon/Sony. But correct me if I am wrong.