Rom's are usually an option like one might see in a scsi bios. Not all chips have rom ability and if they do they tend to not have the rom chip in by default.
If a company does offer newer firmware then they'd offer it in a binary file and a way to change it.
You might peek at gpxe/ipxe for some ideas on rom and how one can change some nic's to use gpxe/ipxe from the onboard rom.
Similar to that is intel for example.
http://www.intel.com/support/network.../cs-008212.htm