I definitely welcome the change. For my Sharp LCDs (several years old now) I had to argue with several levels of customer support to obtain firmware updates. Same with my now broken Krell and Denon AVRs.
HD Guru Reminds Us to Update Firmware
I just hope they test the heck out of the updates. Bricking an expensive part of the HT would be painful
If it ain't broken, don't fix it. I'd only ever touch my tv's firmware if I was having a clearly visible issue and it was definitely isolated to the tv.
As the devices are getting more complex, new features (like Netflix support) are being deployed via the updates. So it will be worth updating even if it isn't broken.
The only reason I'd update is for new features (such as netflix support) or for a major "fix" (such as the Panny V10 black level adjustment). Otherwise I'm with the "if it ain't broke" group.
Now my PC is a different story, I tend to update drivers and such, even the occasional mobo firmware, for no reason.