BIOS isn't really the problem......it's EVERYTHING else.....
Sure, the BIOS may take 5-10 seconds to get through the memory setup for 32GB of memory, and another 5 seconds to run the pre-memory part of TPM (and all the rest of the TPM measurements at various points in the BIOS POST processing), and another 3 seconds to do a keybaord reset (to keep the old PS2 controller capability, then another 3 seconds to setup and discover all the USB devices behind all the hubs they are putting in the front panel and back panels....that ain't the frustrating part....
it's the LSI Raid controller taking 45 seconds to find the drives it knows it controls (try a PERC 5 on a DELL server to watch that one).....
it's the NIC ROM's that want to tell you they can boot or get into their config ROM, and wait 5-seconds to tell you that EVERY boot, (even though most modern systems have a net boot hotkey...even most servers),
it's the Management engine's option ROM that takes 5-7 seconds doing 'stuff' before asking you if you want to get into it's 'info' screens for another 5 seconds...
it's all the stuff you have to do to setup ACPI structures for the numerous various flavors of OS's particualr 'idiot'-syncracies. They all want 'their' versions of ACPI structures, so you do all of them (and special case every darn one of them).
Then you throw in EFI, and it's OS-like layered-to-inifity-and-beyond 'driver' structure that wants to hot-load EVERYTHING, and the fact that FEW card vendors are even going to support EFI option ROM's for their cards in the near future (and how long are THOSE ROM's going to take to run...45 seconds to find my drives is bad enough).....
We need to hold these vendors feet to the fire to give us fast booting machines (heck, my DELL WS670 with 8G of memory, and 2 Dempsey Xeon's is done with POST, and waiting for my 2 - 1T drives to finish spinning up (in 11.8 seconds from power on) before launching any OS I want, barely beating out my LCD panel...)
But it has to start with EVERYONE involved, not just the system BIOS vendor....until option ROM's are given a 100ms limit (like the big push years ago on video cards) to run, it isn't going to get better (especially with EFI).
I'd love to push it all into the OS (as some suggest), but the work for the 'boot' device has to be done before that happens, and all that setup isn't trivial, and once there, the OS's aren't good enough yet to handle it all....
Someone has to do the work, and I don't trust the OS (considring all the rest of the stuff it tries to do) to do it any better than a bunch of dedicated BIOS programmers that are making sure it works with THIS HW, not some generic OS code that HAS to work on everything from a Compaq luggable (circa 1991) to a quad-core quad-socket server...
Expecting a bunch of C coders to write EFI code efficiently in the barely-debuggable EFI infrastructure is not realistic...
The GOOD BIOS coders have to come from somewhere, and they need to be focussing on more than just the system BIOS. The peripherals make it worse. The legacy leftovers hold us back, but that's not the real problem.....
Off my soapbox.