Auto insurance companies would probably have a clause saying that their policy is void if the vehicle isn't updated within X days of the software update becoming available and that would be the end of that.
Edit: And I assume the car could drive itself to preventive maintenance appointments if it's something that can't be done OTA.
I guess "DRM" for self driving cars is something people will complain about, but for vehicles that have controls it doesn't seem real horrible to have an autonomous system do a check to see if it is still licensed.
There could be an emergency override if the person that needed the vehicle didn't know how to drive, an override that automatically issued a fixit ticket.
So, if all this comes to pass, you'll end up with a system where the wealthy lease or ride-share their self-driving cars while the plebes are stuck with trying to keep their manually driven clunkers running.