There is a new bootstrap in the works which will merge everything. The business unit like my idea of using Kconfig, so I think they used my version as the base, and they have extended it with all the new features that Atmel wants supported like SPI flash and SD-Card boot.
You can't use Ethernet, until you have programmed the board the first time. There is no Ethernet support in the BootROM.
It will be much easier to insert an SD-Card & reset the board. The code loaded from the SD-Card can be used to download stuff over ethernet.
You can put images on a webserver that can be downloaded to an SD-Card by end customers.