http://www.engadget.com/2010/10/04/best ... l-the-way/

Do they really think people are too dumb to hit "System Update" > "Via Internet" > "Accept"?

The system even prompts you do update by listing the required steps.

Crap like this just makes them look bad. I hope they get huge amounts of negative press for it.

This is such a joke, but i find it strange that they are doing it now seeing as how the ps3 finally got hacked, but only on 3.41 firmware. Sony put out a quick update to stop it (3.42) before releasing 3.5 for 3d support. And Sony has been going crazy tracking down people responsible for the hack, and people selling the usb dongle required to stop it. So i wonder if Sony has anything to do with it... probably not.

Doubt it. It's just Best Buy charging a ridiculous amount for a basic procedure. When non-tech savvy consumer's see "Firmware Update," they automatically think it's something really difficult and requires professional help, and Best Buy is taking that to their advantage.

I thought it was like upgrading a Mac, you just threw the old one away and bought a new one.