Having the ability to automatically push new firmware of your own creation to customers' machines is more power than you ought to want. My security threat model as a System76 customer shouldn't have to include you (perhaps with you being hacked or coerced) pushing me malware that's undetectable to my OS after it's been installed.
Please reconsider this feature (of automatic firmware updates). Firmware updates are rare enough that it should be fine for them to be explicitly opt-in. It's great to want to make Intel's firmware more secure. But replacing Intel as a possible attack vector with yourselves is strictly worse for the machine's security.