Its most likely perception combined with your using the phone more because of the new features. You really should have done a controlled test before you upgraded OSes.
Ding ding ding, we have a winner. Early 3.0 betas did eat battery, and I know a bunch of us filed bug reports with Apple and did battery logging for them. Since beta 4 this has been resolved and I am getting perfect battery. But yeah, people have 3.0 GM so they are playing around with it more, and that is in turn reducing battery life.
I have 3.0 GM, and I have been using this iPhone from 2.2.1 all the way up to 3.0GM, never missing a beta, and the battery performance has never been better.