I'm not sure why people keep missing this.
IT STATES ON THE APPLE SITE:
If you bought OS 3.0 for you touch - then you get 3.1 FOR FREE.
If you're still running 2.x - then it's $5.00 for the 3.1 update; which includes all 3.0 updates.
Reading comprehension, ftw.
He's complaining becuase he JUST bought 3.0. if he would have waited, he could have got 3.1 for $5, instead of paying $10 a few days before.