I think press releases say "replace hardware" when often they mean "you have to bring the car in and we're going to flash new firmware".
Sometimes though, firmware can't be flashed by dealers (due to not booting), and then they'll swap the unit, and the old unit will be flashed and given to someone else.
Might be worth hiding an airtag taped to the circuit board!
Asking every customer to come get a firmware upgrade is also called a "recall", which sounds like they have to stop selling the car and literally ask you to give it back. A lot of confused people were making fun of Tesla for that recently.
