Yes - I think Ford ought to plan to regularly update SYNC 3 - for sure.
I've found the system works well in most circumstances, AND there are certain things like NAV that definitely need ongoing development. I had my 16 out for the first real road trip to VA this past week and found some real flaws that were not present with SYNC2. In two places that I found (Athens, Ohio, and Lexington, VA) the map data did not exist. The system reported an announcement about 'entering an area without map data - proceed with caution'. I know for a fact that SYNC2 worked fine in Lexington previously, but the new system does not work in that area. In both places I discovered this error - we were not talking about new areas, these were well established areas without new construction.
That seems to indicate to me that coding needs to be updated.