Interesting. I personally don't mind installing drivers as the OS makes it just a few clicks but I'm sure there is an advantage of not having to.
If you just need to convert USB printer to a Wi-Fi printer, the regular old print server will work for you, and you'll need to install the driver on the PC. You won't be able to print to such a printer from the smartphones, without third-party software or at all.
With my device, you can. It will act like a regular modern AirPrint-supported printer.
I think that might be a clue for you. This might be a problem most felt by iOS users. Could determine how you market such a a device.