The actual EEPROM-based ROM firmware was based on the Open Firmware model, which got rid of the huge Apple owned burned ROMs and replaced them with HD-based ROM files.
The current versions of firmware run the cooling system during crashes, and bootstrap the boot process just enough to load the ROM file (and/or boot app), and continue the boot process.
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Apple isn't the only Open Firmware PowerPC, quite a few companies continued to develop the Common Hardware Reference Platform (CHRP) -- now called the PowerPC Platform.
Amiga, IBM, Pegasos, and Mai Logic are the big names offering the PowerPC Platform -- though IBMs CHRP offering stagnated with a quad 604e offering and will likely be replaced by a PPC970 quite soon.