On the reading side there are functions and operators that allow you to reach into stored JSON and extract the parts you want. What would be nice would be to be able to do something similar for updates - although this is clearly more complex than reading, so I can see why it has been done this way.
Edit: I guess the most general solution would be to directly support something like JSON Patch:
With json/jsonb, you have to provide the entire object graph each time you are updating it. You can't update one field in the graph. Which could be a pain if you have concurrent updates.
Hopefully we'll be able to update parts of the jsonb columns sometime.
[1] http://www.postgresql.org/docs/devel/static/storage-toast.ht...