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A new self-bricking feature apparently resides in faulty firmware microcode which will rear its ugly head sometime at boot detection. Essentially the drive will be working as normal for a while, then - out of the blue - it'll brick itself to death. The next time you reboot your computer the drive will simply lock itself up as a failsafe and won't be detected by the BIOS. In other words, there's power, spin-up, but no detection to enable booting.

Naturally the Seagate forums (as well as many other customer-driven forums, like etailers and hardware sites) are flooded with testimonies of customers' experiences with Seagate support. These are helpful enough to ship you a new drive, as per the warranty, but invariably the drives end up bricking as well.