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I *really* don't want this to be a Gold vs PSN+ argument or why I hate PSN+ thread, I'm mainly just curious why automatic updates aren't part of the standard Playstation experience.

I was reading an article about the much hyped 3.72 firmware and they happened to mention the automatic update option for PSN+ users.  That got me thinking-- why isn't that option available to everybody?

I can understand something like cloud saving being a PSN+ feature because that actually costs them something but letting people having automatic updates costs Sony nothing. 

First off, they want everyone to update.  If they didn't want you to absolutely have that firmware update they wouldn't make it.  So why wouldn't they want to make it easier to force updates on people?

Second off, updating the PS3 is a pain and they know it.  I read an article on the Vita a few days ago where they acknowledge updating the PS3 sucks.  They have the tools to make that easier on people so, again, why don't let people have them?

Theoretically everyone updates eventually so it's no strain on Sony like cloud storage might be and it would be a great timer saver to people.  I know I hate turning on my PS3 to watch Netflix and then have to sit through 10-30 minutes of updating and would love to have that feature.  The other PSN+ features don't interest me much but if I knew I didn't have to sit through updates, I might just be enticed to use my PS3 a bit more than I do.