I think the problem is that most people are reading this as "apps are sending off the UDID" and going "eh, who cares" because the UDID doesn't have any real inherent useful meaning outside of iOS development provisioning. Even when they read that you can associate the UDID with a real name somehow (as in the Amazon and CBS apps), they still see UDID isn't really useful data. All you know is "this hexadecimal value -- which, for all practical purposes, may as well be random -- is Joe Public." If Amazon generated a blob of random binary data and used that to identify that device to the server instead of the UDID, but changed no other part of their protocol, you'd still be able to associate the random blob of data with Joe Public.
Where this becomes a privacy concern is that since multiple services take the shortcut of using the UDID as their tracking token, if you had, say, both Amazon's tracking data and CBS's tracking data, you could take Amazon's realname data and combine it with the CBS program's demographic data, and have a bigger, badder demographic database. Because they both use the UDID as their tracking token, there's a shared bit of data you can use to combine those sorts of tracking databases. But that's not really presented as the problem here, so most people just think "why should I care that the UDID is being sent? Thats no different than any other random data-tracking cookie."
In contrast, I think why people reacted more vehemently to the Android article was that the TaintDroid folks reported that Android apps were not merely using device identifiers as tracking tokens, but were also reporting back the actual phone number, or in some cases the IMSI. While I don't care much about my UDID being sent off as a tracking token -- it's not meaningful data in and of itself -- I am going to be a lot more disturbed if I find some app is sending my cellular subscriber data to a server without a damned good reason, regardless of what data they're tracking.
That said, the growing popularity of smartphones means that privacy and malware/trojan prevention on mobile platforms /is/ going to become more and more of a real concern, I think. There are already security suites available for them, like Android Firewall on Android, or FirewallIP on iOS; they all require rooting/jailbreaking to use, but they're there as an option. But because of how much computing people do on their mobile devices, I think eventually we're going to see -- of necessity -- these sort of privacy/security tools for mobile platforms becoming more common and mainstream, whether Apple and Google open up the platform to allow third-party security tools or whether they start providing a higher level of security themselves, /something/ is going to change in time.