I have many nerdy friends who have been Linux users for ages. But most of them don't know such a thing as Openwrt exists or have never bothered to give it a try. It's a very fun piece of software to play with and can be extremely useful for routing traffic. Wondering why it isn't more popular/widely used.
There was also some interesting thing from Cisco with their stupid Meraki cloud-managed devices.
I don't know if they still do it, but they used to give out free Meraki APs as "free trial". After that, the license would be deactivated and you'd be left with a paperweight, which meant you'd likely pay to keep using it.
Well, they could run OpenWRT. Free hardware!