It is stock Linux (Debian based), but behind the scenes, we're programming a hardware forwarding ASIC to do the actual packet forwarding. This is why we run on white-box switches and not servers, see our HCL for details:
http://cumulusnetworks.com/support/linux-hardware-compatibil...This is how a 1U switch drawing less than 200W can forward 2+ terabits/sec. A server full of 10gig/40gig NICs would be 50x slower and draw way more power.
I prefer JunOS to IOS/NX-OS as well, but both of their CLIs are optimized for managing switches with hand-written (or PERL script written) config files. Most Cumulus customers use automation tools. We've had folks use Chef, Puppet, CFEngine, Ansible, Saltstack, as well as a few mega-scale customers who have home-grown automation tools. The idea is to use whatever you're already using to automate servers to automate the switches; often there is substantial sharing between the server automation scripts and the network automation.
The volume is quite high already, Cumulus Linux alone is managing well over 1 million 10G ports today, and we're not the entire white box OS option. Our software pricing is available on our website:
http://cumulusnetworks.com/product/pricing/
and some of our hardware partners publish price (keep in mind, this is web orders of quantity 1):
http://whiteboxswitch.com/collections/all-switches
But the biggest cost savings come from automating the management, and not having to buy vendor-locked optics. Compare the prices here (again, quantity 1!):
$30 for a SFP+ 1M DAC cable: http://www.fiberyes.com/sfp-cable-cab-10gsfp-p1m-30
$59 for a SFP+ SR optic module: http://www.fiberyes.com/10gsfp-transceiver-axs85-192-m3
to what you're you're paying cisco or Juniper.
We don't really separate the control and data planes. We don't really consider ourselves an SDN company, we enable many approaches to SDN by building very high performance fabrics that you can run your SDN layer on top of. We work closely with VMware NSX (formerly Nicira), Midokura, Nuage, and PLUMgrid. Some of our higher scale customers have their own SDN solution.
<Disclosure: I am co-founder and CTO of Cumulus>