So can I use it to do all the nerdy things I use my DD-WRT flashed router for? Like QoS, adblocking at the router, a separate guest WiFi, VPN support, MAC address filtering, etc?
Well maybe they are... If it can do all that without learning DD-WRT, then I'll buy it. I understand all those things and want most of them enabled at home, I just don't have the time or motivation to learn the configuration files despite being a programmer who's perfectly capable of it. The interface should be distinct from the capability.
You are thinking of OpenWRT, I believe. DD-WRT is pretty much flash and go. Ad blocking is a bit of a pain, but the rest of the things I named have a GUI.
Router enthusiasts are definitely a target audience. Average demographics won't pay $200 for a router.