Where The Hell Is Firmware 2.0?

It's almost 12:30 pacific time and the much-hyped PSP firmware 2.0 that was promised by Sony to hit the U.S. on Aug 12th is still no where to be found. Sure I could get the Japanese version. Sure anyone who's anyone has probably already done that. But I'm not one to take chances with firmware on a $250 device. I've been waiting patiently till today to get the authorized U.S. version ... so where is it?