They will not hesitate to change the Electronic Control module and maybe the BSI also, just to be sure that your car don't fails in the worse moment and kills you. This could start at 1500 euro or much more depending on the brand. They will not understand your "right" to run Doom in your car.
Think also that currently some secondary car systems in many brands can be deactivated online, without creating a situation of danger for you, but making your driving experience really miserable if they want.
"I didn't authorize that, I'm not paying for it, please give me my car back the way it was."
And if you think that, lets say "BMW", will hesitate a second to block online your car heating in the middle of winter; think again. I had seen it before. Even if you could hack it, to reconfigure the system again is not always easy or obvious without some knowledge of what values you need to enter.
It's not up to the car's maker to in any way interfere with or dictate the way I use my car.
I don't know why software would be any different.