Keep the CLI option for those wanting to do more complex routing, but make the graphic UI easier to use and you have got a winner that will sell millions.

Could it be because I went the cheaper route?

OSPF, static routes, BGP, and all my other good friends are available for configuration via the CLI and possibly the GUI

I had looked into routers that supported custom firmwares, but I wanted something that had all of the features I was looking for stock in a small home network router (Dual WAN, custom static routes, VPN, and traffic shaping/profiling); the EdgeRouter met my needs and even exceeded them