Ultimately, people drop thousands on a pro camera in order to shoot beautiful pictures, not because they want to write their firmware, so you have a chicken-and-egg situation. And while a few people do write amazing firmware - Magic Lantern being an excellent example - that's a liability on a commercial shoot. I might use ML on an art or micro/no-budget project, but as a producer I'd probably nix the idea; you absolutely don't want to be locked into someone's quirky personal workflow to the extent that you can't fire them if they turn out to be shitty photographers or hard to work with on set.
Of course not many people are going to literally write their own firmware, but I can see it being compelling to be able to expand your range of codecs, LUTs etc in a relatively cheap camera, and not have to put up with what the manufacturer thought you'd like.
As for ML, I think it's unlikely to destroy your shoot if you stick to the basics like the focusing and exposure tools (I forget what it actually offers tbh). RAW and more experimental features are probably a bad idea on anything serious, but then so is using a consumer Canon camera.