Maybe not for the technically minded but certainly for the ordinary punter who won't have the foggiest about pfsense or dd-wrt or mac spoofing and will therefore be forced to use $ky's router.
Not such an issue now they have made the Sky Q hub available to the ordinary punter.
Are you saying the Sky Q hub is as good as the top end routers from Asus, Netgear et al in terms of wifi coverage (eg 4 stream mumimo wifi) and has features such as a VPN server built in? That's great news!!