There's more to this announcement than bootloader freedom. For uninitiated - especially Apple users - be informed that device manufacturers can either sell you a device that THEY control either completely or partially or they can give YOU, the user the ability to make changes to the way it behaves according to your wishes. Obviously this freedom comes with a small price, usually a hassle if you screw something up and have to rebuild it from scratch.
Now were not talking about backgrounds and skins and fluffy stuff like that. This means access to the core of the system, not unlike deciding if you are going to run linux or windows on a PC and then loading it yourself.
But remember, this is more than having choices of where you purchase or down load apps or music or movies.
The other issue is that we may be moving toward a time when it is to the manufacturers advantage to add value to a device by actually giving users control over look and feel, functionality, and upgrade options.
Just imaging a day when you DONT have to get the newest OS on a device and it continues to behave the way you expect it to and you don't have the hassle of changing your life just because the manufacturer wants you to buy something new every 18 months.
Motorola Launches “Unlock My Device” Site – Bootloader Freedom Has Come At Last (Update) – Droid Life