Zephyron,
I think it is just human nature. Most like me want to do it because they can or there is something about their firmware they do not like , I have seen some firmware that is just butt ugly and almost impossible to customize.
In most cases there is nothing to be gained from another firmware, maybe a different layout but it is a big risk to take when you can generally customize your own.
Some have found that 3.5.37 is slightly faster than 3.5.35, if you are real lucky you might gain a new game. Others want to try to get file browsing. Provided you have a backup of your firmware you have a pretty good chance of recovering from a bad flash but sadly most try before backing up.
Good marketing ploy by the Chinese though I bet there are a lot of people who have killed their players and bought a new one.
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