I have the S480 which I bought in October of last year. The original firmware was without Cinavia. The unit was without an Internet hookup for awhile, but when I did connect it again a few weeks ago, it alerted me to the newest firmware. Of course, I had the option to not upgrade. The only problem with that was none of the online streaming features worked as of that point and would not be restored until I upgraded the firmware.
Bear in mind, as I understand it, no player model introduced prior to 2012 is required to implement Cinavia technology. However, Sony is a major backer of the technology and willfully rolled it out to all of their products.
Doesn't matter to me at this point, as I do not rip Blu's or back them up in any way. Nevertheless, I don't like being forced to update my firmware if I want to use any of the added features of my player. After buying both an S350 and an S480 I can tell you I will never buy anything again with the Sony name. Not even so much as an SD card.