Looking at that last post, I have a question. Is this the same as the official firmware that is supposed to lower the voltage and temps of the pie?
I think this is where people are getting confused.
The above is the firmware for the VideoCore I believe - the same type of firmware as was used by previous Pis. This firmware is loaded on boot every time and handles a lot of the Pi's configuration and operation - specifically for the SoC.
The firmware that is being discussed that reduces temperatures a little (by reducing the temperature of the PCI-E->USB3.0 bridge) is firmware specifically for the USB 3.0 bridge device - and this is stored in separate EEPROM (I think) and not loaded each boot.