I assume it’s infotainment or satnav software your talking about and not critical safety software.
KIA do the same for their infotainment units and the satnav maps in that they used to charge £25 to update but a few week ago they put it up to £40.
I updated my maps for free using a torrent, a bit naughty I know but when the maps are a couple of years old when you collect a new car I’m not paying them to do it.
KIA says its up to the dealer if they charge to update during a service but my maps are up to date for free and no way I’d pay. When the car goes back next year I will swap the SD card over and put the original one back in so when they resale the car the maps will be at least 5 years out of date but not my problem.