You may want to keep an eye on the Geek Squad if you're ever in need of their services, and Best Buy's latest bit of value-add for new PlayStation 3 systems is pretty hard to defend. The big box retailer is selling systems that have been opened, hooked up to a TV, updated, and repackaged... for an additional $30.
Video game consoles are a low-margin business, and updating the systems is an easy way to "add value" and jack up the price on the hardware. This isn't the first time Best Buy has sold a service that's mostly worthless, as you might have found out if you've been in its laptop section.
Not only is Best Buy selling an opened system with a free update at a higher price, but Sony releases updates with such frequency that it's entirely possible you'll still need to update your system once you get it home! I wonder if they'll give you a refund in that situation?