This definately should be brought polite probably just by asking to bring their sources to GPL land could probably be a *hint*. I also agree this can go two ways: LinuxBIOS gets adopted by Asus, Via, etc. or they are going to shout: 'Always GPL licenses in the way', with forgetting to mention the profit they make on the boards because it is now Linux/WinCE compatible and thus used more.
license-violation@fsf.org (Ted Teah helped me before on a GPL case) can be mailed, though you must be the IP/copyright-holder if you want to get some help.
Stefan