Oh... This is going to make people's lives SO MISERABLE if they need to upgrade their GPUs VBIOS then; I'm not even joking.
Friggen' ME almost bricked my Sandy Bridge motherboard. I had to low-level debug the ROM and force it to upgrade the ME by hand because the automated upgrade failed miserably. This wasn't Asus' fault and it was Intel's. Most of the people that had this issue had to RMA from what I found out while researching, but I remember finding a solution for it; that's why I have a horrible memory of it.
I hope they've gone past the stupid shenanigans now and it's less risky, but man... This sounds scary.
Regards.