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You do both. OM-D offers up to 15 shots, which is probably plenty for most people. So you have in-camera stacking for that. If someone feels they need 100 frames to 'get a really beautiful result', then you offer the three-ring circus that Sony has. How hard is it on a $4,000 camera to stick it in the program? I can gaurangodamnedtee Sony already has the software written.in-camera focus stacking - I'm not going to bother researching it, but I would be surprised if any camera offering this feature allows the stacking of more than a handful of frames, because there simply isn't the memory in the camera to allow it (and cameras don't have disk space!). From what I've read in forum posts written by serious focus stackers, they talk about stacking 100+ frames to get a really beautiful result. So if you are a manufacturer wanting to support focus stacking, do you implement a solution to the serious focus stacker problem (which is what Sony has done, in implementing a focus bracketing solution supporting up to 299 frames in a bracket, which have to be stacked in post-processing), or do you cater to the toy solution (supporting in-camera stacking of maybe four frames, outputting as JPEG - the output can't be a RAW file). I very much doubt that the clamour for in-camera stacking is coming from the serious stackers.
As for the comment in firmware, spoken like a true Fanboy. Companies survive by keeping their customers happy. With the ever and constantly shrinking camera market, it's even more important you stop people from going to someone who makes improvements. And I don't really have a problem with charging for firmware upgrades with the following caveats:
Bug fixes should be free forever.
ONLY after Sony has stopped manufacturing a specific model. Anything still being manufactured should be upgraded regularly with whatever they can add.
Anyone who buys a new A7 II, A7 III, A7R III or A7R IV is going to be sorely disappointed when it comes to support, and that is bullshit.