Enthusiasts and self-hosters, or just demanding users, are consumers too.
There are different kinds of consumer products. Some are simplistic and some have lots of features. Some are cheap and some are not. Some are slow and some are fast. Some are mass-produced and some are not.
For instance, there are Asus ROG routers with 25G, Samba, network drive, WireGuard etc. for over €700 and they're still consumer products. And I'm pretty sure those are not used in that many households either.
All of the Turris' product pages mention home usage. They also mention small business and office, which is expected for SOHO products.
To be frank, until today I thought that SOHO is a category of consumer products, but apparently it is not, so it looks like they target both.
I agree that this kind of devices is out of reach for many people, but it was not the topic until now.
I'm not affiliated with Turris in any way, so no need to wish me luck on this matter, but thanks anyway!