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This is the console equivalent of Best Buy installing software on your computer for you. They aren't charging for the update, this is a convenience charge for those who don't want to be bothered updating themselves. Admittedly that sign isn't as clear as it should be, but it's definitely not a new low. Pretty typical Best Buy.

Just speculating, but that sign looks more amateur than most Best Buy merchandizing signs. This ps3 firmware update may have been the idea of a particular store rather than corporate.

Demon's Souls Official Thread  | Currently playing: Left 4 Dead 2, LittleBigPlanet 2, Magicka