This is not a particularly uncommon situation, and is certainly not limited to Fry's. My DS5 came from NewEgg, along with an E0 Q9550 that its bios would not support. As more processors (and steppings) are released with micro-code revisions that require BIOS alterations, it is inevitable that MOBOs will remain 'in the channel', with BIOS unable to run the currently released CPUs. I stick to Intel CPUs, and keep a cheap Celeron in the box, just for the purpose of flashing upgrades without risk.
Sometimes, flashing with an unsupported chip will work - sometimes not; if you can't find someone on line who has done the exact same flash (same MOBO rev, same BIOS rev, same CPU & stepping) you are contemplating, you run the risk of 'bricking' the board, and requiring an RMA. (Which, by the way, is no big deal unless you're in an all-fired hurry - but every single RMA - and industry surces claim that more than 80% of RMAs are for no other reason than the user's ignorance - cost every one of us money. The manufacturer and the distributor both have to raise their prices to cover these costs...)
I love GB MOBOs - they're solid, offer excellent feature sets, and the UltraDurable business (though their temperature and impedance improvement claims are pure-d ditzy) results in a board you can put an HSF on without the ominous feeling that you are a half ounce of pressure away from a fatal 'crack'. If I had one concern about them, (besides the fact that they appear to run their web server off an old Apple IIe with 16K of RAM - slower than molasses) it would be that I think they're (quite similar to the car manufacturers) continuously coming out with a million models addressing every market niche they can identify. This both makes adequate support problematic, and means that the sales volume for any given model is insufficient to 'clear the channel' rapidly enough to prevent the 'unsupported chip' phenomenon from striking more and more users.