PS3 Firmware Update 2.40 Goes Live

The much-anticipated PS3 Firmware 2.40 - has gone live, as promised, just as July 2nd rolled around.  The update includes:

XMB access in-game
Trophy Support (the PS3's answer to the Xbox 360's achievements)
Expanded Gamer Profiles

Of course, the big question is: why are you still reading this?  Start downloading.