Synology's days are numbered imo. Their userbase exists at a careful precipice of people who are technically inclined to understand the importance of a NAS vs cloud hosting solutions, but not so technically inclined to build their own NAS. This can't be a very deep market. You can only really have marketing chase the less inclined of these who are still on cloud services and hoping to educate them that the cloud services are really bad afterall, despite the conveniences of the walled garden you have to educate to the point where they leave that garden. Educating a less technically inclined populace towards technical merits is one of the most difficult tasks in marketing. You also can't really market to the people who are building their own NAS because they will just see the spec sheet for what it is, and see synology hardware stack is nothing special and is in fact quite marked up and not very performant to begin with.

And while this doomed business is existing, something new emerges from the far east to further challenge it. Chinese N100 nas boards. Chinese nas cases. N100 mini pcs already built with spare 3.5" SATA hookups. More and more videos and posts of people building their own nas and showing how they did it.

Really, what is synology's value proposition? It relies on a bit of knowledge but a careful amount of ignorance too.