Well, that's a different market. What I say is that there are markets in which customers wants to be sure that the firmware is from "us".

And those markets are certainly not IoT gizmos, which I suspect induce some knee-jerk reactions and I understand that cause I'm a consumer too.

But big/serious customers actually look at the wealthiness of the company they buy from, and would certainly consider running their own firmware on someone else's product; they buy off-the-shelf products because it's not their domain of expertise (software development and/or whatever the device does), most of the times.