Very Senior Member
That's not entirely true. Most of them would 'expect' the security options between manufacturers to be equal.
Many/most of my customers are openly surprised when I properly setup a new or existing router for them. They truly believed the marketing on the box that said 'connect to the internet in three simple steps'.
The only thing they 'expect' is that it works and provides what they need. I haven't come across a single person who's not into this stuff going to the shop and asking how secure it is. For most people, price, functionality and performance is far more important than security... until it's too late