I'm doing a talk on an open hw design/open source HSM at ShmooCon in a month or so, which seems like the only viable way to deal with this threat.
TCG (TPM, TXT, ...) Measured boot sort of includes firmware checksumming. It's often turned off.
Also, more fun would be "cryptolocker" disk-based malware. The aspects of capability exist elsewhere today as mentioned in the article and cryptolocker's $15 million USD and counting.
Also also: is there any HIDS yet for checksumming various chipset/peripheral firmwares?