This is a great project and a very good approach to IT security, but the price point is really a bit high at over 300 €. Currently I run OpenWrt on a TP-Link Archer C7, which costs only one fourth of the price of the Omnia. Of course it has much lower specs with just 16 MB of flash and 128 MB of RAM, but for most small business or home use cases this is more than enough (anyway you don't want to use your flash as a HDD as it cannot be rewritten very often).
In my opinion it would make more sense for them to focus on the software side of things, as stock OpenWrt leaves much to desire in terms of usability, so having a nicely polished and user-friendly interface on top of it would be something that I'd be willing to pay for (but please let me use it with my own hardware).
They don't target the same user segment. The C7 will start having a lot of trouble as soon as you try to run a VPN server on it, do full NAT/routing at gigabit line speed, or need to handle multiple VLANs. All of that has to be handled by the frankly underpowered CPU on the C7.
The TO will chew through that pretty easily. A lot of it is handled in software as well (I believe VLANs are handled in the silicon, though), but the beefier CPU means it won't choke as quickly.
I use my C7 as a dumb access point. It literally only needs to handle the encryption for a few wifi networks, and transpose the traffic into the proper VLAN. No routing, no connection tracking, no NATing. My EdgeRouter handles all of that, and does it very well.
Do have a look at the expressobin at $49. It is based on the new marvell armada 64 bit SOC and has 3 gigabit ports, a sata 3.0 and USB 3.0 port. The best thing is it has mainline support.
In my opinion it would make more sense for them to focus on the software side of things, as stock OpenWrt leaves much to desire in terms of usability, so having a nicely polished and user-friendly interface on top of it would be something that I'd be willing to pay for (but please let me use it with my own hardware).