"Pure's flash controllers can be upgraded non-disruptively."
Yet Pure is an SSD array, with the SSD's being supplied by a third party (Samsung I believe).
And these SSDs have firmware, which cannot be upgraded non-disruptively (unless you count pulling each SSD in turn and plugging it into something else to upgrade it).
I just don't get the whole "Look! We can non-disruptively upgrade a subsection of our product!" thing.