>> I guess it's just me, but I simply could not be a***d with all that
>> effort.
>>
If that's a reply to me, then I'm not sure I follow your logic (particularly "all that effort").
I pay a one-off cost to buy a router with better functionality and performance than the ISP's.
The basic set-up for that router is the same effort as for the bundled one (excepting the additional functions I use that aren't available on the ISP's).
Once set up, I can change ISP, retain the same router, and change only two values, Wan username and password, and the router functions exactly as it did, with no change of other setting.
Substituting a new ISP's router would require a multitude of settings to be re-input, some of which would not exist and others would be implemented in entirely different ways.
Firewall, Port Forwarding, Mac Filtering DHCP and static address allocation, exposure to the web, DNS settings, etc, etc. (In my case that could be several hundred values).
Changing two and knowing it's been tested and will deliver the same functionality seems rather better to me.
YMMV
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