I just looked at it again, maybe it's a play on words. In the cingular manual it says in the FAQ: Where can i download games and ring tones for my device? Answer: You can download new programs using the cingular browser (media net or mMode) on your blackberry device or download them on your computer and load them onto the device using the application loader tool of the blackberry desktop software.
so maybe they just mean the games? but then the headline question would omit ring tones ? maybe there's a way to pack ringtones into an application loader format