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Xiaomi sells routers in this price range that ship with OpenWrt. The buildroot even has config options for branding! It costs them nothing for the OS. It costs D-Link more to produce their mess.

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GL.iNet does the same. I use many of their offerings at home and for various projects.

https://www.gl-inet.com/

"But how will we differentiate from the market without our \"value added\" non-standard software?"

The same way Dell and HP do with a Windows PC. The OpenWrt buildroot can help them do that too! ;-)

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