So ok, …let me look at this from a weird angle
From a legality point of view it then would be more ideal to just sell the hardware without any software pre-installed. (how the good old ATX PC was sold)
This would detach the company from the software warranty. Then it would just be a matter of making sure that the hardware is tested and fully working.
That in turn would enable software to be sold as a service for people who don’t have the skills, or only a part of the skills.
Those people who DIY , help others, or sell help to others, can be your resellers. This in turn opens up the option to use much more of the software repository since it then is no longer a duty of the company to be responsible for the software. Still the company needs to provide the technical information to the customers so that they are able to fully and correctly configure the hardware. (but this also needs more open minded chip manufacturers to release more complete datasheets)
I’m just doing some brainstorming here and I most likely make big mistakes. 
I’m just trying to unravel a few knots in the current situation to see if there is a way to ‘route around’ the bureaucratic obstacles.
Legal rules never fix technical problems, they only make things more complicated and force technology to shrink-wrap a new complicated layer around everything and the underlying issue gets walled in. So the real issue will stay broken until the end of time. The warranty rule forces the shrink-wrap situation, BUT if we can find an alternative option then the shrink-wrap could eventually be avoided. Still I don’t want to be the guy that put your company on it’s head.
But if there is a way to enable many people to also make some money by being resellers in any way or form, that could take some work out of your hands and create a bigger market. You sell more, your customers make money instead of only spending money, so there is more motivation for them to use your product. (etc.)
A little ecosystem that drives it’s own evolution. You look at the market, what do customers need, build hardware that enables that option, and share the technical details and build initial software to get the customers started.
Lets take an example. My rotary encoder struggle… I know i’m close to make it happen but i can’t figure out that last detail.
Now i’n not saying build this for me. but just as an example. you could say o thats interesting lets make that work and see what happens.
BUT right now you have enough work already by keeping up with maintaining a separate branch of OpenWRT for ALL your products. If on the other hand you could focus on the hardware and building software for new details of the hardware. Then could that perhaps generate more customers? (I don’t know how a hardware manufacturer sees this and at what scale it should work) Again … just brainstorming. 
I think that OpenWRT should be more of a Debian like distro, and that more Distro’s should be created like Ubuntu Trisquel Mint OpenWrt has a few already like Freifunk, OpenWISP, Internetecu.be, PirateBox and there is also LibreCMC (who also seems to be using the AR150!) Allthough it is becoming increasingly impractical to re-flash every so often instead of doing updates. But that’s another issue…
If you can cater hardware for all the distos, then there is less need to provide warranty. But there will be a need to provide information and building blocks.
The better the quality of those building blocks the more people will appreciate your hardware in that scenario. But if all of these thoughts are actually possible to realise that’s something I don’t know.
Now I wish I could earn some money with my thoughts HAHA.
I hope any of this can lead to something that gives all of us a better future.