A bootloader on a microcontroller is a very useful thing. It allows me to update the firmware in the field if necessary. There are many ways to use and make a bootloader (see “Serial Bootloader for the Freedom Board with Processor Expert“). But such a bootloader needs some space in FLASH, plus it needs to be programmed first on a blank device, so a JTAG programmer is needed. That’s why vendors have started including a ROM bootloader into their devices: the microcontroller comes out of the factory with a bootloader in FLASH. So instead writing my bootloader, I can use the one in the ROM.
And as with everything, there are pros and cons of that approach.