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They don't want to. They want you to use their product. The article rather seems to be a commercial for this: https://www.mender.io/

thought mender.io is open source?

It seems to be, but I think they're makins money off of it somehow. Not that it's a bad thing, it just adds background to the article.

They offer support contracts at $99 for 100 devices, and an unknown per device discount after that.