This hardware is far from cheap and consumers are literally paying for adware/spyware. I really hope Ubiquiti stock takes a nosedive over the next year.
Compared to your average all-in-one home router, however, these are also markedly less shitty.
Don't get me wrong, I see why you would spend money on Ubiquiti gear; in fact, I run a similar setup. But for your average non-technical user, it's going to be a harder sell. It's the same reason you (probably) don't run a several thousand euro enterprise WiFi at home.
And yes, Ubiquiti most definitely isn't for non-technicals (Except for the AmpliFi stuff). It's more prosumer grade stuff. More features than the "gaming wifi" crap but still easier to configure than official Cisco stuff.
Unless, of course, you find spyware shitty... Which one would think most reasonable people do.