Manufacturers tend to lean towards the "if it ain't broke, don't fix it" mentality. For example, from
Seagate's site (I couldn't find an equivalent for enterprise drives):
End-user retail drives are a very small share of total drives shipped by a manufacturer. Most go into either OEM builds (Dell , HP, Lenovo, etc.) or directly to high-end integrator/user builds (AWS, Facebook, etc.)
Every OEM / integrator wants some mods to the firmware. "Clipping" the capacity so a 146GB drive from Seagate, Toshiba, ED, HGST, etc. all report the same number of blocks, making them interchangeable while the retail ones aren't. Next is support for various sector sizes / T10 protection. Then there's workaround for issues in vendor controllers. Lots of retail drives that could do 6Gbit SAS showed up surplus from Dell systems, and the Dell ones had the speed limited to 3Gbit/sec by the firmware. Lastly may be "labeling", both on the physical drive and as reported on an Inquiry command. The OEMs want you to believe that this other firmware is due to their "exhaustive testing" when in fact it is a branding exercise - after all, if some OEM finds a catastrophic firmware bug and reports it to the manufacturer, the manufacturer will usually want to fix it in the generic firmware although unless it is really bad, they won't make retail firmware downloads available.
Years ago I was getting drives by the palletload either direct from manufacturers or from top-tier distributors. Back in the days of parallel SCSI drives, the magic words to get retail firmware updates was "spindle sync" because that required totally identical drives all communicating with each other for top-tier storage array performance. For a couple years I had a dedicated Seagate support rep who would come around once a month, hand out new firmware and talk about possible future drive developments. With WD I had a support rep but he wasn't a field rep, so I'd have to ask for firmware. Granted, I opened that line of discussion with "Hi! I need to RMA five hundred-plus drives with advance replacement, please".
A couple other tidbits - several manufacturers have told me the profits on retail drives are so thin that if they get an RMA request for a drive, even if they get it back and it is a "no problem found", they overall lost money on that drive. That's why many manufacturers have utilities they want you to run to find out what kind of a failure (if any) your drive has before requesting an RMA. As far as OEM drives go, the purchase agreement usually specifies things like the warranty period (usually pretty short compared to retail drives) and any restrictions on RMA-ing (like must be in multiples of X drives, serial numbers bar-coded on the external shipping carton, and shipping at the customers cost to a specified site of the vendor's choosing). That site may be out of the US - believe me, palletizing drives to ship to Thailand is no fun. In exchange, the OEMs get very large discounts.