What baffles me is that "bricks after an update" have been happening since updateable devices have been out.
New iPod firmware? Posts about bricks.
New AppleTV update? Posts about bricks.
New Wii update? Posts about bricks.
Verizon releases a new ROM for the Windows Mobile PPC6700? Posts about bricks.
Why all of the concern and sympathy now for iPhone owners?
Because most bricking does not appear to at least have the appearance of being intentional. And the vendor will generally fix it when it happens.
Firmware is firmware. It's just software. There's very little reason to refuse to fix broken updates if there's still a way to reflash the firmware (it doesn't entail a hardware cost - at worst, with some firmware fixes, you might have to open the box and attach equipment directly to the chips involved, but by all accounts that's not true here), and it's also relatively easy to implement a set of simple checks and refuse to actually do a potentially damaging firmware update if it's likely to result in bricking.
Apple's made a number of "errors" that resulted in bricking (I place it in quotes because I'm 99% sure Apple knew what was going to happen, and went ahead anyway because it wanted it to happen, to send a message to the open iPhone community.)
And, ultimately, the bad press is probably what it was seeking. It's like the RIAA - the RIAA wants you to know it'll sue 80 year old grandmothers and take them to court over alleged copyright infringement because it wants you to know that if *you* are caught, you have absolutely no chance. Likewise Apple wants you to be scared of them if you have the slightest desire to treat an iPhone you've bought and paid for as your own. From their standpoint, you're buying the experience, and they don't want you to deviate from that, because in the long run the thing will sell on the basis of what they've made it to be, not what you've made it to be.
That's ultimately what the issue is about. My view is that Apple is making a massive error in doing this, but Apple seems to be doing fine without my help. Some of us are never going to trust Apple again, others will be happy with Apple controlling their experience because that's what they want. The good news is that the iPhone was never a compelling gadget in the first place, there are many cheaper, more usable, phones out there that do not have anything like the same restrictions. Unless you're desperate to integrate your iPod and phone into one device, and want a pretty good web browser at the same time, there's no reason to get one.