Actually firmware updates seem to be a relatively regular occurrence with newer cameras, both to add new features (maybe developed after the initial release), to fix bugs etc and (yes) occasionally to add features that weren't included in the original menus. The best way to get them to do it seems to be to tell Canon Support directly - they seem to take more notice of that than endless threads in discussion sites.
No, it's not right that it's a "relatively regular occurrence". That might be the impression due to this particular but "abnormal" event.
Firmware updates are almost always only released to fix bugs ("phenomenons" on specific situations), "sometimes" (I remark it) to improve AF (LOT more common to improve sensitivity of central AF points on Optical Viewfinders of high-end DSLRs), to improve Compatibility with newer lenses, etc.
But VERY, VERY seldom to add a new feature.
This is especially true for Canon. I'm really old on this matter, and worked a lot about that. That's why I know it very well... Deeper than I ever expected.
I do hope Canon changes and opens mind, but it's a big Company (always seeking better sales and "protecting" different product segments).. and a VERY rigid managed one. (Don't confuse Canon USA with Canon Japan. ALL decisions are taken by Canon Japan)
This time we were VERY lucky indeed... Addition of 24p + improved AF on G7X III (I hope they also improve AF on G5X II)