The bootloader can be unlocked after running an app that changes the CID of the device to look like one that is allowed to be unlocked by HTCdev.com. There is a thread on xda under the "original development" subforum. There are some great ROMs available too.
There is currently no software solution to s-off. There are a few early devices (pre-release) that did have s-off; and before the release, htcdev.com would unlock the bootloader. That changed the day the phone was released, hence the hack mentioned above.
There is a hardware solution to s-off. It involves sending your phone to a company that opens the phone, and using a j-tag(?) device can provide s-off. The biggest downside so far to not having s-off is having to flash kernels using fastboot rather than in recovery (or an alternate method using an app).
A new update from HTC is expected to roll-out today. That update will most likely break the app that changes the CID so that the bootloader can be unlocked. For those that have rooted their phones, I don't know how easy it will be to change radios from today's update w/o s-off.
Where did you get the DNA for $50? There are rumors of a DNA+ being released soon, maybe that is why it was discounted? For that price, maybe I'll have to get another!