OK this is just my best guess. Not a wild conspiracy theory or fanboy rant... just my logic. Maybe it will calm some people down if they haven't thought of these reasons already. I think Gateway are probably holding back from releasing 2.0 on purpose, because:
- Gateway is the only 3DS cart with official active support and original software; people are already buying this card for that reason, so there is no business need to release the firmware yet. While the firmware remains unreleased, people will be quite weary of buying clones incase they will be incompatible with 2.0, even though they are cheaper.
- Gateway team need more time to ensure it won't work on the clone cards, otherwise they put themselves out of business quickly. No more Gateway sales, no more firmware updates.
- Gateway team may as well wait for Nintendo's December firmware update, so they can increase the chances of 2.0 being compatible for emu-nand mode. Knowing Nintendo's history with Wii firmware updates, this may be their last "proper" 3DS firmware update, i.e. one that adds some real features, not just blocks more cards.
- I bet a LOT of testing is required because mistakes in code could probably brick a 3DS which will (a) enrage loyal customers and (b) decrease sales.