It's not a zero-sum game. The consumer benefits by not having to spend their time doing research and configuring routers they buy themselves. If there is suffi

It's not a zero-sum game. The consumer benefits by not having to spend their time doing research and configuring routers they buy themselves. If there is sufficient margin in installing and configuring routers for individual consumers, then why are there not competing businesses which do specifically this? Have you not identified a market gap? Perhaps the margins are actually quite low, and it's not really a business, but just an extra revenue stream for an existing business model - providing the internet connection. Most consumers are happy to pay the money simply because they want convenience, and also, because they're getting "credit," by paying off the router in instalments rather than a lump sum.