It works by changing the firmware file name in the source to /*(DEBLOBBED)*/ and making it special case that string so it is rejected and prints an additional "Missing Free firmware" message. While confusing (is there other firmware? is the removed firmware free?), the message is probably useful.
I don't know the kernel firmware and logging infrastructure well enough to know if just changing the logging calls would work or would have other technical issues. There are also other drivers that have known free firmware which could be missing due to e.g. not having the firmware package installed, they should have their errors logged (so users go to http://jxself.org/ath9k-htc/ and install the free firmware).
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