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Rather than "pushing" releases and data to each device, the devices query for the URL to the latest firmware (if any).

This still isn't one-way, what protocol parsers are you implementing in firmware to do this?

It's up to the firmware or customer architecture to decide that. Many companies in the industry use an S3 bucket to publish firmware binaries to their devices, and these binaries are read by hubs, mobile applications, connected linux boxes, and yes, sometimes firmware devices themselves. Memfault provides a couple of layers on top of S3, allowing the customer to group devices into cohorts and do staged roll-outs.

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