The initial WiFi setup was done straight from the printer using buttons. Never asked to install any driver. Hands down the best one I've ever had.
I also love it, and hvae set up the wireless twice on the machine, like you say.
They introduced recharging cartridges, dropping ink prices by an order of magnitude, while still keeping ink quality very high. Third party ink quality was always hard to predict, I prefer relying on the manufacturer's.
I'm happy with their approach.
The experience is different: Brother doesn't have any mobile app, which is an additional reason I like them.
As long as Brother will make printers that work that way, I will continue to buy them.
The app gave me much better experience by integrating with Dropbox, Drive, Evernote, etc. It's extremely easy to print/scan documents from/to the cloud.
Wired networks are so much better than wifi, so anytime I have walls/ceilings open for renovations, I always come in after the contractors leave to run some ethernet wires for future use. After a couple of renovations I've got some really useful runs for hardwiring some of the things I use most: TVs, printers, and an extra wireless access point in my garage for extra range.
A family member bought both an Epson and a large flatbed HP printer in the past few years. Neither of them work (recognized, but do not print) while my much older (over a decade and a half) HP printer does work including scanning.