There's no FNAC firmware as there is a Bouygues/Orange/SFR layer to your mobile phone firmware, if that's what you have in mind.
During the set up you'll be able to choose between a FNAC and a Kobo account. Whatever your choice is, you'll always have the FNAC logo on the sleeping mode screen. Just edit one file, as ewphoenix123 said (you'll find many threads with more details with a quick search, some even in French if memory serves). Do that after each firmware update and voilą, you're good to go!
I always perform the updates through WIFI and I doubt my devices are any different from others', which was a big reason for me to buy Kobo.
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