It's amazing how this is blown completely out of proportion.
The story itself is inaccurate and misleading. The users affected were having trouble with their blu-ray drives after the 3.0 update. There is no bricking involved. The 3.01 update was never meant to fix the problems with the blu-ray drives, it fixed a problem with stability in Uncharted.
Wether the update caused the blu-ray problems or not is only speculation. One user said his player started working again after reformating his hard-drive and reinstalling the 3.0 update, so it might be the case, but it might also be coincidence.
The "1000's of users" statement is completely bull****, and is a number completely drawn out of the plaintiffs a**.
It strikes me that these reports (and the british Yellow Light of Death TV-programme) started spreading precisely when the PS3 Slim was announced and the PS3 price drop took effect. It feels like a well crafted FUD campain.
Earth is a beta site.