That's correct. USB is available on many PIC chips, such as the popular PIC18F2550/4550, the new PIC18F14K50, etc.
On the other side, there are still many PIC chips doesn't have a USB function, which may still count on the UART port, CAN port to get new program loaded.
The other advantage we can take these days, is: the USB to Serial converter is getting cheaper these days, and all our bootloader has been widely tested with the popular USB to serial converters, such as FTDI, prolific PL2303, etc. We do carry one at our online store:
http://www.auelectronics.com/products/cables/cbl-usb-232.html