They are going in the right direction with the Midi control centre, perhaps an update could be attached to this as an 'Arturia control portal' combining a 'check for updates'
It's difficult as their products are attached to so many different things. You have the 'V collection' then all the standalone products, then things like the '10th anniversary' box set and 'the one'. It would be difficult to give access to updates without giving away free licenses for those who haven;t purchased the right products.
Perhaps a web interface that requires your login, this way at least they can tie it to your Arturia account.
What do you think Adrien?