Same procedure as last year
Exactly the same happened last year with LoveFilm support: I bought my Sony TV in early 2010, but only models bought from 05/10 were granted LoveFilm capability in early in 2011.
So yes, Sony really thinks that a one year old TV is not worth supporting (last firmware updates was in Spring 2010). Never again for me.
So my TV has ethernet, that is completely useless, since the Sony Applicast widgets are no longer supported at all, as they were superseded by something my TV does not support.