May or may not be related to the firmware upgrade. Sony registered a new trademark:
http://www.siliconera.com/2009/03/30/sony-getting-into-cloud-computing/
The trademark application is here:
http://tarr.uspto.gov/servlet/tarr?regser=serial&entry=77697735
Covers quite an extensive list of entertainment and communication services.
http://www.siliconera.com/2009/03/30/sony-getting-into-cloud-computing/
PS Cloud was registered by Sony Computer Entertainment for use with a cloud computing data center management software, communications software, broadcasting services, and a long list of other terms.
The trademark application is here:
http://tarr.uspto.gov/servlet/tarr?regser=serial&entry=77697735
Covers quite an extensive list of entertainment and communication services.