My question was about the AdTrap competitive advantage, if any.

I should have stated it better: assuming, for the sake of discussion, that we want an ad-blocking device, what will prevent modem/router manufacturers from embedding an ad-filtering proxy into their devices, tomorrow?

From the OEM perspective, more features means bringing more value. In turn, an ad-blocking router/modem would erode the need for a specialized device a la AdTrap.

I think the routers where you can flash your own linux on, and run it as a server, might already be able to do so. Other than that I think they innovate too slowly to be a significant competitor to AdTrap, for now.