Asrock X79 - how to force flash the BIOS/UEFI?

ok this is weird, i just realized that my new asrock extreme4 came factory installed with the extreme4-M bios.

now when i try to use the varios flashing utilities provided by asrock, they all tell me that my rom has the wrong ID. is there a switch for the AMI AFUWINGUI that allows me to force flash the right bios? or maybe there is another tool i could use? back in the athlon days i used winflash in such cases but i guess that wont work with the new UEFI systems...