Woot and Sony have much to be embarrassed about with this one. I think the major embarrassment is Sony's, however; I can't imagine what bonehead didn't anticipate bricking all the FW 1.0.1111 models in existence. I'm certain he or she expected all of them to have already been updated to intermediate versions of the FW--apparently it is only the most recent update that will not take on the 1.0.1111's--but that bespeaks a lack of imagination: There is ALWAYS legacy product stuck in the pipeline, engineers. Please remember that.
OTOH, since Woot has condemned all 3394 units sold on April 11 to return-to-Woot-for-refund or return-to-Sony-for-replacement status (and BTW, Sony reps are saying that you have 30 days to get a brand-new unit, rather than a refurb, FYI, so get on the phone, people), Woot would do well to issue $5 goodwill credits.