Helium are interesting, and there's a need for second sourcing, but also, i'm starting to think that the real problem is about creating percieved value for the end customer, like i explained in my other comment:
It's an interesting idea, and I've thought about it as well.
My first objection would be that I wouldn't put some black box module from a company like Amazon or Google on my design. Too many issues about what's inside and other things like Google's tendency to follow the shiny and discontinue products for no published reasons.
My idea was more along the lines of Amazon or Microsoft selling AWS and Azure-enabled hubs or concentrators that did all the backend lifting and presented a simple REST or MQTT interface on the local network for data ingestion. Then you could connect any 802.11 radio to it and send data over an encrypted channel without having to worry about the heavier layers about it (TLS, DNS, Certs, SAS tokens, endpoints, etc).
Yes, the router path makes sense. In a way, it's modular security - if the customer cares about security - he should pay a bit more for the right router, if not - it's his decision.
Btw, Amazon does some interesting stuff with AWS greengrass, including a router, it's quite similar to how you view it. And i'm sure they'll take of telling end users.
https://news.ycombinator.com/item?id=14078560
I wonder what you, as a manufacturer think about it.