[ised]

"I feel its about time this data monetization cloud bonanza be disrupted."

Ironically, having users controlling their own routers could be the best chance to do that. That is, toss out the crappy consumer routers and instead embrace the router as a user-controlled computer that sits between the user's devices (including IoT devices) and the ISP connection (e.g., modem). This router could run an open source source OS and be programmed _by the user_ to do all sorts of useful things, such as block ads, block tracking, perhaps even create private overlay networks among family and friends, protected from spam.

In a world where the Internet user can have some respite from radio, TV and other advertising, Google (=slave to advertisers) should not be selling routers. Should they come to dominate the market, the respite will come to an end. Users probably will not even know what happened. No one pays attention to routers as computers. They just want a strong WiFi signal.