> with ... no firmware restrictions on drive models, organizations can scale capacity without being restricted by proprietary hardware ecosystems.
This looks like a dig at Synology, who do this.
Synology also don't (didn't?) offer a ZFS product, which is why I bought a QNAP. Restriction-free and ZFS storage. Apparently you can also completely replace the OS if you want, although I haven't tried it.
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They did it for a very short time. The community backlash was so bad that they recanted immediately.
I'm not at all surprised that Ubiquiti is getting ahead of that and promising it from the start.