Leaning in and selling it with OpenWRT is a long tail of the Internet move, and the picture frame idea so it's better placed for wifi distribution is pretty clever. Hope they do well!
I got a marketing email from GL-iNet about their "Marble" router that integrates with a picture frame. Great idea IMO. Even if you don't want to put pictures of your favorite cat, it could still be pragmatic to have the wifi SSID / password printed out in nice big readable text, or a captive portal QR code.