Two things strike me about this. First, how cool is it that your speaker can get a software upgrade? I can only hope that Jawbone is busy scripting a software update that will fix the speaker quality in my crappy car next. I won't hold my breath.
The best part of this news, though, is that the upgrade is genuinely worthwhile. Counting myself as a professional audio snob who has heard some dreadful audio spatialization effects grafted onto all sorts of devices, this LiveAudio thing really does bring a genuine and substantial improvement to the Jambox's audio quality. Beyond the typical DSP shenanigans involved in tricking the ear into hearing a wider stereo field, Jawbone is also employing crosstalk cancelation filters to optimize the effect.
That said, if your ears don't appreciate the auditory deception and you really don't enjoy the new LiveAudio feature, you can switch the effect on and off by holding down both of the Jambox's volume buttons simultaneously. Personally, now that I have it, I don't see why anyone would turn the effect off.
Is it all a ploy to get you to register your e-mail with Jawbone? Perhaps, but it seems a small price to pay for great sound.