If you don't use SSL, an attacker could poison the client computer's DNS records with a fake record to your server, actually pointing to the attacker's fake server.
When the client that is curious about need for upgrade attempts to contact www.yourdomain.com, the operating system will make a DNS request to find the IP address associated with that name. The client DNS request will be sent to whatever DNS server is configured on that client. For example, the client DNS server might be their wireless router, which in turn is configured to contact the ISP DNS server. The ISP's server contacts the root authority, which refers the request to your "authoritative" DNS server. At this point in the normal (unhacked) scenario, the DNS server contacted first by the client receives, and caches, the response. This response is in turn sent to the client, satisfying the request for a name to IP address mapping.
The purpose of contacting a nearby DNS server is to allow that server to cache the response, so that subsequent lookups for the same name return quickly and without generating off-network traffic. This cache can be a weakness. If an attacker "poisons" the DNS cache that is going to be queried, they can effectively "hijack" your name to IP address mapping, from the perspective of the client that is using that cache.
The fake server could then inform a client to 'upgrade' to trojan horse software.
So the answer "depends on your liability." Whatever answer holds for the negotiation you describe should also be applied to download the client -- otherwise attacker can potentially be in the middle of that download and change what is downloaded.
I would suggest you do use SSL, but the answer depends on business factors more than technicalities of your version negotiation.
The above answer leaves aside the fact that recently SSL was found vulnerable to man-in-the-middle attacks. This will be fixed by various SSL implementations soon enough that I really only mention it in passing. It's nothing to worry about, and the point is that SSL is designed precisely to prevent the sort of attack I described.