Or to put it another way, if we're not proposing to bring in an outside team to conduct a pentest, what's the alternative?
Pentests are, to be clear, great, and there are plenty of people who Dunning-Kruger their way through security decisions. But time is definitely a factor in this stuff.
It just seems like pentests need to move from "nice" to "necessary." (Part of that is reducing their cost from $60k to $6k.)
Security needs to cost to demand talent. The real solution to this problem, I think is that failure to secure needs to cost (whether in monetary or criminal terms) or it isn't relevant to business concerns.
> security is inherently and inescapably expensive somewhere in the chain
...is the thing that needs to change. Presumably using more automation (e.g. employing more software like http://lcamtuf.coredump.cx/afl/), such that "pen-testing" shifts from being a labor cost to a capital cost.
It's the hard stuff that is context- and environment-dependent to a degree that it resists automation.
Put OpenBSD and OpenSSH on them with configuration explained in a good book on the subject. Write your apps in memory-safe language that validates external input. The End [for vast majority of attacks in IoT space]. It's not as hard as you detractors claim. They just don't care.
I know it's fashionable to blame the MBAs instead of blame ourselves, but at the end of it, we're the ones who write insecure code. And I don't think that if you give an engineer an extra week or two to focus on security that you'd end up with a measurably more secure device. Securing something is a different skillset from building it.
Pentests are probably the answer.