Their doodad had all the features. Yours has a really great update framework. Guess which one gets funded at demo day, or makes it to retail shelves this christmas?
If your doodad has a weak enough update framework that it bricks itself a handful of years after production, good luck getting any revenue or funding going forward.
The update framework is the second thing you figure out and don't cheap out on.
No in place updates, everything needs dual firmware support with the 0 stage bootloader in ROM.