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First of all, welcome to TI E2E forums.
What Ross mean here is he can built a new flash firmware which can have 3-5 customer splash screens. So what TI will provide to you is a new flash firmware(it will be .bin or .img), in the firmware it can include 3-5 splash images(Provided by you).
So if you already have a DLP5531Q1EVM, you can post a request on E2E and ask them to create a new firmware to you.