I have one, and the cloud service is actually completely replaceable if you want. Since the device is running linux you can compile to arm7 and just run a sync cron to whatever server you want if you don't like their cloud service.

Edit: I think people may have the impression this is like Android where the process is "ok, first reboot, hold all the buttons but not that one button and then unlock root, then flash the rom with a custom version of the OS from this sketchy site and ... bam! You're in control now"

Actually it's like: sign into wifi on the device. It's now running an ssh server available on your network. The password to log in as root is in the settings. You can ssh in right then and write a bash script to do what you want.