No, motherboard vendors can't do it over aptitude. It's not a package; the way it's updated is completely different.
Aptitude updates stuff that's in the file tree. The BIOS isn't linked into that. There's no mount point for it.
Also, you can fix anything that gets screwed up in updates (and yes, Aptitude managed to break it's GUI front-end on my system) by at the very most formatting the HDD. You can't do that with the BIOS.
I'm running linux currently. You don't need to espouse its values to me. That said, if there's one thing that I absolutely, positively, DO NOT WANT AUTOMATICALLY UPDATED, it is firmware.
Firmware is a different class of software entirely. It's not a good idea to update it in the same way, because it will break just as easily then as it would otherwise. You can go through recovery if software gets broken. You can't for firmware because there is no lower-level software that can load a recovery environment.
Also, how to motherboard manufacturers make money on failed BIOS flashes? People are quite likely to RMA the board as being broken and get a replacement. If they don't, they'll buy a different brand.
As I said above, I don't own any stocks in any companies, nor do I work for anybody in the motherboard business. Saying otherwise is basically libel.