the issue is that the manufacturer usually doesn't have the power to update the firmware without the user doing something to approve it.
If you are talking about something like a TV where everything is fed from the manufacturer over the air, you really aren't talking 'firmware' you are talking about the complete OS of your system.
the idea that a Wifi card is somehow 'better' if you would have to send it back to the vendor to upgrade the firmware rather than moving to a new linux kernel driver version that uploads a different binary blob to the wifi card is where people get upset.