$20 bucks for the iPhone apps. Now $10 for the custom firmware, but wait, the only thing it pays for is your ability to pay for other apps later. Sony gives out firmware updates all the time for FREE. The PSP gets awesome new features in firmware updates and they don't charge. The PS3 is going to get custom soundtracks and in game messaging for free. Heck, Sony is making Playstation Home perfectly free to download. I suppose Sony isn't as greedy as Apple.