OK, thanks, Jon. I get what you're saying. The firmware needs to match the board - that's pretty obvious. So another BIOS chip would fit the mobo and probably be able to interface with it since BIOS chips are manufactured to a standard, but wouldn't work because of firmware mismatch.
However, I think what I proposed would still be possible - if the matching proprietary firmware were to be hacked to support more features (provided they could work with the mobo), or firmware from a similar board modified to be in-spec with the mobo in the brand system, or even new firmware written (based on the existing features and hardware-support extenions of a fully-featurd BIOS like AWARD).
I think it could be easier than it sounds. For example HP uses ASUS boards that ASUS custom manufacures for them. My guess is that those boards aren't comletely different from regular versions but rather slightly modified variants (no jumpers, integrated audio, maybe other small things) of them. If so, HP boards would in theory allow the much greater variety of tweaks of the ASUS version if the user wasn't prevented from it by the limited BIOS. So if you could match an HP mobo to its ASUS retail counterpart, I think chances are good the firmware from the ASUS board would work in the HP board, although perhaps imperfectly (for example integrated audio losing functionality). So a person knowledgeble in how BIOS operates, using the two firmwares as reference, could make a hybrid of the two that would retain the specific features of the original HP firmware as well as tweaking capabilities of the ASUS firmware.
It's definitely not a task for a non-expert, but for someone with enough technical knowledge it could be an interesting project. They could then release it over the Internet so others can benefit as well.
Firmwares have been hacked/interchanged on videocards and cd-writers. I have an hp8100 burner, that is really a sony drive but with 2 LED's (read&write) instead of the matching sony's 1. I flashed it with a hacked firmware that allows full 80-minute recording (derived from a later version of sony firmware that hp never releasd) while retaining functionality of both LEDs (that sony firmware does not support).
So, why not motherboards.