OEMs: users install Linux on some of the Windows boxes you sell. It is a PITA to update firmware from Linux if you only ship Windows EXEs. Rebooting into an ISO is slightly better. The proper solution for Linux is to support FWUpd.
(And the proper solution for Windows is to support Windows Update. But I heard that only a few OEMs support this, and still require OEM-centric tools to update their firmware. Sigh…)