There was recently an article by facebook about how they're building/deploying a cold-storage datastore[1] which amongst other things, uses custom HDD firmware:
"The biggest change was allowing only one drive per tray to be powered on at a time. In fact, to ensure that a software bug doesn’t power all drives on by mistake and blow fuses in a data center, we updated the firmware in the drive controller to enforce this constraint."
There's been plenty of speculation that this is similar to how Amazon Glacier works - lots of mostly unpowered disks, with custom firmware.
I presume when they're buying in suitable quantity, they can get direct manufacturer support with these sorts of modifications.
[1] https://code.facebook.com/posts/1433093613662262/-under-the-...