One point not mentioned for Asus' 'new hardware' is the fact that they may be built on newer SDKs too (this is a newer data point for me too). As the RT-AX86U is vs. the technically more powerful RT-AX88U, but in the end makes the RT-AX86U superior in actual use.
I only upgrade my Asus routers (starting with the RT-N66U almost 10 years ago) if the new router can demonstrably show superior network performance, in my own use. And usually, I can sell (privately) my original router to almost make the upgrade 'free'.
Most of these upgrades I have done over the years (RT-N66U, RT-AC56U, RT-AC68U, RT-AC3100, RT-AC86U, RT-AX58U, RT-AX88U, RT-AX86U...) have not been because I had newer clients with enhanced capabilities that the new routers would handle better, but rather, that the newer routers handled the older clients much better than the original router hardware could.
Yes, I have had many Asus routers (and have tried/tested many more that didn't make the cut for my network at the time of testing). My ISP speeds have also increased exponentially since the RT-N66U too. Along with a few AXE clients today too. But know that I don't upgrade a router for mere downloading bragging rights. The order of importance for me is stability, lower latency for my network use (not just measured, but observable in actual use too), and lastly performance.
I also don't jump to the new hardware on day one, but the last few routers have accelerated that schedule because the hardware/firmware and SDK are that much better. Where I would upgrade after 2 years before, with the RT-AX88U it was around 1 year after it was introduced, and with the RT-AX86U, it was around 6 months (and almost immediately after RMerlin support).
As RMerlin mentions above, my customers with small businesses of up to ~18 people are extremely happy with an Asus solution that has been properly configured. They are not missing anything. And they have more cash left in their pockets too without yearly service contracts too to use the hardware they already bought.
