There is definitely a cost to it to the companies, which I fully expect to be passed down to me, but not in the form of a license agreement - in the form of an increase in base price.
The problem for companies is multifold. A big one is that the firmware is the piece that not only interacts with but also protects the hardware. If you are easily able to change the firmware, you are easily able to destroy the hardware, and if that's under warranty, companies are going to be concerned. They're also going to worry about IP; certainly I build products that lean on the work from previous projects. I would kind of hate handing that over to potential competitors. But some of that 'hate' depends on the fact that my competitors don't give their firmware code out either. Maybe I would love it if I could see how they implement things. Maybe it would push us all to deliver better things. Another impact - open firmware would definitely change sales models for equipment.
I imagine that if I had to start delivering open firmware for designs, I'd need to push some of the software control over product limitations into hardware. That might cost more, but is better anyway. Usually. And I'd try hard to figure out a way to install a 'unverified firmware' hardware flag, maybe an efuse blown in a hard-to-replace component, so that we could know who broke things.
But I do like the idea. I want the firmware for my ${everything}.