Its not just a software update... its a major point in the conversation. Once the update comes out the entire discussion will change to how buggy it is, and how it has ruined their phone/battery/life/marriage. It has always been this way and thus it shall always be.
Every update goes through the same cycle, its like the first world update to the stages of grief.
Dreaming (hearing about how awesome it will be)
Disbelief (doubitng it will ever be released fo this phone or carrier)
Pacing (waiting for the release)
Paranoia (its a conspiracy, they are purposely holding it back)
Bloating (the release is late because of the carrier adding in their bloat)
Time Shifting (chaning the date so that you can press "check for update" more than once a day)
Jealousy (Seeing that other carriers have released it)
Swearing (both cursing, and promising to change carriers/brands/device in order to never go through this again)
Downloading (getting the update)
Regretting (hearing about other people experiences and freaking out over "all the bugs")
Repeat for the next update minor or major.