Plus, the "cost" of a device is more than what you pay at the store. For many people non-technical people, it includes hiring an IT guy to help them get it setu

Plus, the "cost" of a device is more than what you pay at the store. For many people non-technical people, it includes hiring an IT guy to help them get it setup, spending hours on the phone with support or hours Googling for help. Even if you're a technical person, your time might be more valuable than futzing around with a router. A lot of people are willing to pay a premium for something that just works.