Another, and much cooler, example of cutting and pasting DNA from one organism to another is Glofish
Glofish. Glofish are zebrafish(1) that have had a fluorescent gene from jellyfish pasted into their DNA.
As far as the ethical concerns for GM organisms goes, I tend to think that Montesano is overstepping our knowledge of how organisms actually work, the redundancy built into organisms to allow reproduction after damage, and the fact that plant DNA is damaged in the field by pollution and UV light from the sun. GM is going to be given a bad name by these early trials with supposedly sterile plants, because they're trying to do more than add a single protein into the plants; they're messing with things that aren't understood yet. In terms of glofish and purple roses, however, I don't think there's much (if any) harm that they could do since they're genetically nearly the same as non-GM organisms, but slightly less competitive in the wild due to the extra protein they are making.
[edit: Making the link work]