Yes, somebody has to pay for all the customisation to make it fool proof for the average user to be able to easily use. if you look up Aircove on Youtube, there’s a couple of Express VPN videos showing some of the interface and it looks interesting (and colourful) . That being said assuming they’ve completed locked down the router so it can’t be used with other providers, maybe they should have used the old Gillette Razor marketing strategy, sold the Aircover really cheaply, as all the money is in the VPN subscription which users would be locked into if they use this device and generates ongoing income.