Also, since the broadcom chip is sold for embedded uses, you can get everything you need from broadcom to develop your own code to replace the Pi foundation provided (note, not broadcom provided) bootloader binaries.
Frankly, I wish that the source for this was available, but given the current patent mess, the choice is betwen providing this bootloader as a binary, or having to pay patent licensing fees for the video codecs in every Pi sold. And in this situation I prefer keeping the price down to given money to the patent extortionists like MPEG-LA.
And since this is on the SD card, it's always possible for this to change in the future. Either the patent mess could change, or someone else could write a replacement bootloader and make it available.
While I fully understand the feeling that this is not ideal, calling something that has put over a million devices running Linux into people's hands "and enemy of Free Software" is cutting off your nose to spite your face.