It's not real long in my case anyway.I have never found bios updates to take that long when doing them from the Bios, do they take a really long time when using bios flashback, what's up with the many reboots, I only normally get one reboot to update the led controller chip/s for any boards I use, IE mostly Asus/Gigabyte/MSI
I'd say maybe around 5-10 min in BIOS Flashback mode, watching just the flashing light on the back of the IO panel.
Then when that was done I had several power up, switch off, cycles, not going all the way to OS.
Then a few power ups that had messages on screen saying updating MW and then updating BIOS. Then after those it was dones.
I'd guess the whole thing took perhaps 15 min? I didn't time it, just guessing. It felt like a long 15 min though... hoping the PC came back up!
Pleased with the results though. Does appear turning rebar on boosted my performance 3-5 FPS in some games. Not tonnes but any free performance is great!