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The boards (and I suspect firmware) are made by a company called Chitu 3D, so Qidi would have to request firmware changes for them to be implemented.
The boards do have a bootloader that looks for a firmware file on the usb drive. If they ever send you an image for firmware update all you would have to do is load it on the flash drive and turn on the machine. Those files are usually compiled, so most casual programmers would have a hard time reverse engineering anything.
To get marlin on there all you would need to do is pin map the entire board. Not impossible, but quite a process.

As posted in another topic, someone has made a Cura plugin that inserts the model preview as well as correct time amounts.

It would be nice to have some open source firmware, but then again that is not the type of printer it was designed to be.