I would do a factory reset, *then* a firmware upgrade, then another factory reset, then reconfigure. If it's malware (I doubt it, probably some wonky bug or something left over from the manufacturers internal testing), upgrading firmware on a malware infected router could flat out brick it. Better safe than sorry.I would do a firmware upgrade, then factory-reset, then configure again from scratch as if it was brand-new out of the box.
Hide yo kids, hide yo wifi.