Just looking at the site, first off, their staff as no software developers, just sales and management. So i donāt think they make their own firmware in the first place.
I looked at all the guides, and it just shows stock Asus Merlin (which is a 3rd party firmware for Asus routers), DDWRT for Linksys routers and so on.
Also, i think the extra price is for their āincluded 3 months email/chat support free with promoā. Nothing is free, they are including that cost in the price .