For desktops, I'm a lifelong PC user - always built my own. Despite converting to Apple for Laptops, I really don't like the graphics card situation.
How it should be I reckon (all IMHO of-course) is that ATi/Nvidia make and OcUK sell graphics cards. You can then download from the ATi/Nvidia websites the latest GPU BIOS for your card - both the Mac and PC BIOSs are there, in their latest revision, to download (not from a forum where someones just dumped it from their card, officially from the manufacturers). I can see the logic in the cards coming with the PC BIOS version as standard, as that's what a greater proportion of the end users will want.
Drivers for the cards are made by ATi/Nvidia and are available on their websites - both the Mac and PC drivers are there, in their latest revision, to download. Once Apple have approved a driver (kinda like WHQL) it's also available from Software Update, and once Microsoft have approved a driver it's also available from Windows Update.
That way both Mac and PC users have access to the latest and greatest cards (and that's actually more money for ATi/Nvidia) and the cards they buy are identical. Easier for retailers - they don't have to stock duplicate items, and the same price for Mac and PC users.
Some retailers could, if they wanted to be extra n00b friendly, offer the service of flashing the card for you.
When you say a special bios do you mean using the existing 5870 bios hardware with different software, or physically a different bios? I.e. you could flash it to work?
In most cases it's the software ROM that's different, not the hardware.