Here I thought I was going insane. I have the exact same problem as Rengrave describes.
2700x/Asus Crosshair VII Hero
Installed my new H100i Platinum last night. All seemed to work fine at first few boots. Installed iCue, got a question to Update firmware. I accepted, and afterwards my computer starts with no pump or fan LEDs active. Both fans running full tilt, and temp in BIOS reaching 80C (pump not running it seems).. Do I need to RMA this thing or is there a fix to this bad firmware available?