If you can run the update through the OS, then for the most part, yes. you just need to figure out the silent install commands to pass to the updater binary.
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Have you heard of this being done using Blade? What is the mechanism for updating the firmware? Is it like a patch that can be deployed as an exe and run like a normal installation ?
I know that a lot of hardware vendors (HP in particular) supply firmware updates as exe files that can be run directly form the OS.