Well Tesla does it and their customers love waiting hours for software updates (I'm not being sarcastic, this is literally what we found through benchmarking)

I kept pleading that we don't have the marketing that Tesla has, our customers don't want to think about updates. Not to mention OTA costs money. Tesla can do it because they are sinking money and only have a few hundred thousand cars. My company sells millions of cars per year, OTA is significantly more expensive.

I'm not saying my company does OTA often, but the word Tesla cones up more often than it should.