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Electrically Erasable Programmable Read-Only Memory (EEPROM) is a noteworthy variety of non-volatile storage that permits data to be retained even when the device is turned off. Unlike typical ROM, EEPROM can be programmed and re-programmed electrically. This ability to modify data post-manufacturing, albeit at a more granular level than ROM, endows it with considerable flexibility for use in applications like computer BIOS updates.

Contrary to types of ROM that require complete erasure before rewriting, EEPROM enables selective erasing, allowing specific bytes within the chip to be erased and rewritten without impacting the entirety of the stored data. This selective erasure is one of the significant enhancements seen when comparing the utility of EEPROM to that of earlier ROM varieties, such as PROM or EPROM, which necessitate more cumbersome and wholesale erasure techniques.

Non-volatile storage is an essential classification of computer memory that's capable of preserving information even after power is removed from the system. Not reliant on a constant power supply, this type of memory includes ROM, EEPROM, and Flash memory, among others. Its permanence is of key importance, especially for storing crucial firmware or device configurations that must survive power outages and restarts.

In the context of comparing Flash memory to other types of ROM, non-volatile storage denotes the retention of data without energy. Both Flash memory and traditional ROMs fall under this category, but Flash memory provides enhanced features, such as the ability to erase and rewrite information at a quicker pace and in larger blocks, which translates to efficiency gains.

Firmware storage refers to the preservation of the fundamental instructions that a device or system requires to perform its most basic operations. This type of storage usually utilizes non-volatile memory, ensuring that your device 'remembers' its firmware even while powered off. It is the permanent software programmed into a read-only memory.

Importantly, Flash memory has transformed firmware storage. Given its capacity for swift updates and reprogramming of the firmware, manufacturers and users can easily issue updates without significant downtime or hassle. This stands in stark contrast to former generations of ROM, where updating firmware could involve physically replacing microchips or engaging in laborious reprogramming processes.