Yeah, it can't really be flashed by end users since production units don't have SD card slots. Probably also high chance of causing damage since I don't think it properly handles all hashboard variants(I skimmed their cgminer code and it appears to be missing the code for handling the different hashboard VID variants).
I dug into it. It is just a modded bmminer like my firmware and many others. The different is their firmware flash they built replaces the interface web files with their customs ones that make it look all fancy. So it's the same thing.