Thanks to Luca for pointing out the PDF to read.
Basically it is a complex method to update the AR4100 MAC address.
I believe doing this will allow the AR4100 card to have a production unique MAC address that you provide. But since this is a Tower kit for testing it is only a reference for how you might update your product.
For running the MQX demo's this step is not needed as MQX will provide a temp MAC address to use.
Regards,
David