We already have 4.4 updates in the works for both Mini and Max devices and you can track the progress on our software updates page. You should see this land as early as March for the Max and April for Mini.
They also go on to say that they have been considering direct updates, presumably like the one that will be offered for the Sprint EVO 4G LTE, but give no details. And we shouldn't really expect any until something like that is finished and ready to roll out the door.
It appears that HTC really does recognize the importance that updates have for a portion of their users, and how the Internet can influence the buying public. We hope to continue seeing this sort of thing from them, both for the users sake and their own.