x710 5N7Y5 card: fails to upgrade firmware from 9.20 to 9.40 with "One of the module updates failed"

Hi,

I am trying to upgrade firmware on my 5N7Y5 card. I am using Network_Firmware_1R0W0_LN_22.5.7_A00 package on Linux. Unfortunately, the update fails at 5% with:

 ./nvmupdate64e -u -l -f

Intel(R) Ethernet NVM Update Tool
NVMUpdate version 1.39.68.2
Copyright(C) 2013 - 2023 Intel Corporation.

Config file read.
Unsupported device found - DeviceId: 1A1C.
Inventory
[00:001:00:00]: Intel(R) Ethernet Converged Network Adapter X710
	Flash inventory started.
	Shadow RAM inventory started.
	Shadow RAM inventory finished.
	Flash inventory finished.
	OROM inventory started.
	OROM inventory finished.
Update
[00:001:00:00]: Intel(R) Ethernet Converged Network Adapter X710
	Flash update started.
|=>....................[  5%]......................|
Error:   	Flash update failed.
	OROM: One of the module updates failed - skipping update.
	Device update failed.
Update security revisions
[00:001:00:00]: Intel(R) Ethernet Converged Network Adapter X710
	Skipping update minimum security revisions.
Update VPD with VPD template
[00:001:00:00]: Intel(R) Ethernet Converged Network Adapter X710
	Skipping VPD update with VPD template.

The card is otherwise functional, no complaints here.