Big ups to HTC, they've taken their ROM download section out of their e-Club and placed them directly in their support section! Just click on your device, click on “Software downloads,” and then go to town. PocketPC Thoughts notes (correctly) that you'll still need a serial number in order to get the download.
The e-Club isn't going away, though. HTC will be putting up all sorts of free downloads there for their registered members. Up now - a heapin' helpin' of ringtones.