Well.. I am thinking that they saw a want / need for aftermarket programming and figured they could offer it through their app? And prevent voiding the warranty? I don't know... just an outsider looking in.
Does that make sense or am I way off?
I haven't seen the app myself, but none of the available info indicates that you can use it to update the firmware. Only to change settings in the firmware that is already there.
That said, it does seem like they would have some way to use it to update firmware, for in case they come out with an udpated version of their own firmware they want people to load.