I would expect he been discussing this as he has told me with technical support and management.
How can it be a violation of trust, when it is a common delivery with other devices? Borders (Aust) and Kobo are taking a lot of flak over the firmware via USB upgrade issues.
Personally and I am sure many will agree with me, particularly Australians, that this is the proper approach more in-line to what other device manufacturers provide. That being a downloadable image or executable that the end user burns to disc or applied directly.
Paul has also advised that Kobo's currently being sold online or in stores in Australia will be firmware 1.4 powered devices.