It does have some advantages. I got the Scion FR-S the day it came out. The original firmware had a number of small issues and one very serious one.
At a specific load and intake volume, the car wouldn't push enough fuel. It ended up being dangerously lean and it was found that those who stayed at that point for too long would have a catastrophic failure from their direct injector seals melting, necessitating a full block replacement.
An ECU update came out a while later that fixed it, but nobody was notified. Cars coming in for service don't get it automatically -- the techs aren't even told about it. 99% of those original cars remain unupdated. Anyone who chooses some "spirited" driving on a hot day is at risk.
An OTA update would solve issues like this really smoothly for a lot of people. I'm all for it.