Correct. If they push a little more it will just become part of the OS. Firmware should consist of minimal hardware init and a boot loader and nothing more.
BIOS firmware has been flashable from the OS since, what, the Windows 98 days? I'm sure I remember updating the BIOS on an old Pentium III ThinkPad in this manner.
Seriously though, being "hard to change" on some parts of the system can be a feature.