I've done simple hacks like this in the past - not with a camera though.. In the past I've opened a program up in a viewer, sometimes notepad, scrolled through all the nonsense just looking for the word 'Pentax' and replaced that word with something else.. You could do the same with this firmware.
So, if you open the .bin file with binary editor you'll see "Pentax Corporation" - Replace that with
www.blahblahblah.com and you'll have done what he did...
There are a few instances so changing the right one becomes the issue.
See attached... This will tell you exactly how to make some changes - LOTS of changes
If I were to load this firmware onto a K10D it would report the 'make' as PentaxForums.com
I could also go so far as to switch the languages around so that when you chose Spanish it displayed Chinese or German, etc.. I could even change menu text - Make the display for ISO 400 show as ISO 1600 (lol) and so on... Adding countries is neat to - My time zone is now Utopia