Chelsio cxgb4 driver cannot load firmware

Stock ubuntu 14.04 install, updated to the latest packages. Still seeing:

root@ceph-eng-osd-walter:~# dmesg | grep cxgb4
[ 8.075442] cxgb4 0000:0c:00.4: enabling device (0040 -> 0042)
[ 8.080852] cxgb4 0000:0c:00.4: Direct firmware load failed with error -2
[ 8.080853] cxgb4 0000:0c:00.4: Falling back to user helper
[ 8.111546] cxgb4 0000:0c:00.4: unable to load firmware image cxgb4/t4fw.bin, error -2
[ 8.128533] cxgb4 0000:0c:00.4: Coming up as MASTER: Initializing adapter
[ 8.800553] cxgb4 0000:0c:00.4: Direct firmware load failed with error -2
[ 8.800554] cxgb4 0000:0c:00.4: Falling back to user helper
[ 8.808545] cxgb4 0000:0c:00.4: mbox 4: 70000000c1f0203 0 0 0 0 0 0 0
[ 9.504543] cxgb4 0000:0c:00.4: Successfully configured using Firmware Configuration File "Firmware Default", version 0x0, computed checksum 0x0

however:

root@ceph-eng-osd-walter:~# ls -las /lib/firmware/cxgb4
total 972
  4 drwxr-xr-x 2 root root 4096 Dec 6 14:58 .
 20 drwxr-xr-x 61 root root 20480 Dec 6 14:58 ..
476 -rw-r--r-- 1 root root 486912 Sep 18 15:50 t4fw-1.9.23.0.bin
  0 lrwxrwxrwx 1 root root 17 Sep 18 15:50 t4fw.bin -> t4fw-1.9.23.0.bin
472 -rw-r--r-- 1 root root 481280 Sep 18 15:50 t5fw-1.9.23.0.bin
  0 lrwxrwxrwx 1 root root 17 Sep 18 15:50 t5fw.bin -> t5fw-1.9.23.0.bin
root@ceph-eng-osd-walter:~#

and the module is looking for it there also:

root@ceph-eng-osd-walter:~# modinfo cxgb4 | grep firmware
firmware: cxgb4/t5fw.bin
firmware: cxgb4/t4fw.bin
root@ceph-eng-osd-walter:~#

here's update-initramfs:

root@ceph-eng-osd-walter:~# update-initramfs -uv | grep cxgb
Adding module /lib/modules/3.13.0-40-generic/kernel/drivers/net/ethernet/chelsio/cxgb/cxgb.ko
Adding module /lib/modules/3.13.0-40-generic/kernel/drivers/net/ethernet/chelsio/cxgb3/cxgb3.ko
Adding firmware /lib/firmware/cxgb3/ael2020_twx_edc.bin
Adding firmware /lib/firmware/cxgb3/ael2005_twx_edc.bin
Adding firmware /lib/firmware/cxgb3/ael2005_opt_edc.bin
Adding firmware /lib/firmware/cxgb3/t3c_psram-1.1.0.bin
Adding firmware /lib/firmware/cxgb3/t3b_psram-1.1.0.bin
Adding firmware /lib/firmware/cxgb3/t3fw-7.12.0.bin
Adding module /lib/modules/3.13.0-40-generic/kernel/drivers/net/ethernet/chelsio/cxgb4vf/cxgb4vf.ko
Adding module /lib/modules/3.13.0-40-generic/kernel/drivers/net/ethernet/chelsio/cxgb4/cxgb4.ko
Adding firmware /lib/firmware/cxgb4/t5fw.bin
Adding firmware /lib/firmware/cxgb4/t4fw.bin
Adding firmware /lib/firmware/cxgb4/t5fw.bin
Adding firmware /lib/firmware/cxgb4/t4fw.bin
Adding module /lib/modules/3.13.0-40-generic/kernel/drivers/scsi/cxgbi/libcxgbi.ko
Adding module /lib/modules/3.13.0-40-generic/kernel/drivers/scsi/cxgbi/cxgb4i/cxgb4i.ko
Adding module /lib/modules/3.13.0-40-generic/kernel/drivers/scsi/cxgbi/cxgb3i/cxgb3i.ko
rm -f ./lib/firmware/cxgb4/t5fw.bin
rm -f ./lib/firmware/cxgb4/t4fw.bin
root@ceph-eng-osd-walter:~#