I had nearly the same experience as @Dan_Walker;
- lvfs method failed (repeatedly) on Retimer23, other components seem to have upgraded fine.
- USB UEFI shell way reported all OK after a number of reboots, as expected
- but
fwupdmgr update
still wanted to Upgrade UEFI Device Firmware from 207 to 310? - power off, remove AC, wait 2 minutes; that finally made it work.
(repeatedly == multiple runs of fwupdmgr update
and the associated reboots. I did try both with secboot on and off, at least twice each, I did do the 30 seconds powerswitch dance during two of the tries, I did try with new boot device priority auto and first)