Jeez guys, get a grip. Every dealer has the ability to flash ECM updates in some capacity. The key problem is that there is only ONE flash cartridge in the country to perform such an update. It's not a matter of purchasing the equipment... the dealerships already own the equipment. The software is simply not available to execute the flash, for a variety of reasons.
I'm simply amazed that Subaru is offering a flash update at all. We should be down on our knees thanking them profusely, not bitching about the wait or the way things are being handled.
Remember, in order to offer such an update, that update has to be tested and approved through the NHTSA and the EPA before it can be released. Any change to the emissions control on a vehicle has to be completely retested by the government and get its rubber stamp before it can be released to the public. The legal ramifications of such a change are mindboggling in their scope. It's absolutely incredible that Subaru has been able to respond to this issue as rapidly as they have done.