Not sure what all the latest firmware does because there's no documentation; however, one thing I did notice is that it allows you to rename the custom function keys. Although this is not anywhere close to what you want and what is needed, it's at least a step in the right direction.
I agree that Philips needs to do what you requested and it's obvious that it can be done.
Universal Remote: Sony AV-RM3100, TV - Samsung TXJ2766, AMP - Sony STR-DE845, DVD - Sony DVP-3000, Tape - Sony TC-WE435, VCR - Panasonic PV-8661