A new Apple Knowledge Base article says:
Firmware updates for Intel-based Macintosh computers may not be displayed automatically using Software Update. If they do not appear in Software Update, they must be manually downloaded from the Apple Support Downloads site.
If you are unsure whether your computer needs a particular update, simply download and open the update installer. The installer will alert you if the firmware update is already installed or not needed.
For more information, visit:
http://docs.info.apple.com/article.html?artnum=303880
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Mac OS X: Firmware Updates for Intel-based Macs