It's called "Highway Teammate", so I'll go out on a limb and predict it will be geofenced for highways....
Well, Autopilot is highways-only, officially... yet you can use it virtually anywhere (anywhere with road markings, perhaps?). I haven't driven a Cadillac, but my impression is that you can't even activate SuperCruise outside the premapped (highway) areas. Part of the difference being that I assume SuperCruise relies on that pre-generated high-resolution mapping data. It makes a big difference whether this new implementation relies on pre-mapped data like that, or even if not whether they put location restrictions in place for safety/reliability.
OTA is more of a marketing issue, e.g. do their dealer agreements allow it, do their customers want it, etc.
I would have said OTA was more of a technology issue than a marketing issue. Can they get it working any better than VW and their parking lots full of unsold inventory and USB drives for software updates? Will the scope be "anything in the car" more like Tesla, or only self-driving logic (perhaps also infotainment)? No matter what the capabilities are, can they effectively switch to a model of e.g. monthly updates instead of annual model-year updates? I think that would require a huge change in software development practices, so it's by no means a given even if the OTA capabilities are there. Are they willing to ditch the model of "want a new feature, buy a new car!" to drive new car sales?
By way of comparison, note how iPhones get regular updates, but often Android handsets get very infrequent updates from manufacturers/carriers even though Google publishes regular updates to the Android core. Just because it's possible doesn't mean the OEMs will do it or do it well.
It would be interesting to measure the number of take-it-to-a-dealer recalls before and after OTA updates are introduced for each OEM, as one measurement of the scope of their OTA implementation.