After having looked at lucid's and maverick's qemu-kvm source package, I'd suggest to simply move the roms from /usr/share/kvm to /usr/share/qemu, as Dustin originally proposed in comment #5.
A cleaner approach might be to follow Debian in this regard, and not have the etherboot package install files to a location out of its namespace and patch qemu-kvm to look in the proper directory. However that would mean to update both etherboot and qemu-kvm, and I doubt it's suitable for a SRU hence.
After having looked at lucid's and maverick's qemu-kvm source package, I'd suggest to simply move the roms from /usr/share/kvm to /usr/share/qemu, as Dustin originally proposed in comment #5.
A cleaner approach might be to follow Debian in this regard, and not have the etherboot package install files to a location out of its namespace and patch qemu-kvm to look in the proper directory. However that would mean to update both etherboot and qemu-kvm, and I doubt it's suitable for a SRU hence.