Just upgraded to iPhone OS 3.1 NO apps launch

I just upgraded my 3GS to 3.1 and the only apps that run are the built-in ones: iPod, Mail, Phone, etc.
100% of my purchased apps fail to launch! I have more than 50 apps installed. Apps like Remote (made by Apple).
I've tried hard rebooting the phone, restarting iTunes (9.0), and rebooting my machine (running Mac OS 10.6) to no avail.
Any other folks seeing the same thing?
Any ideas about what could be going on?

I was trying to avoid the full restore as I was afraid of losing all my app specific data, but you were right...that did fix it. Must have been a glitch during the upgrade. I also went to the Apple Store nearest me and one of the technicians admitted that the same exact thing had happened to her and the solution was to do a full restore to factory setting and then resync the apps.
Thanks for the response.

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