As an addendum to my own thoughts, this approach is better from Apple, but I don't have much faith in Belkin, Linksys, Netgear, etc. being able to pull it off.

Given all of the issues we've seen recently with their router firmware, the router "cloud" features, and the number of different models, I don't think they could do this successfully.

Netgear has (at current count) 97 wireless routers for sale on Newegg, including some duplication for refurbs. Whatever the exact number is, it's a lot more than 3.

Yes, it's a completely different business model. Retrofitting security into organizations that view software/firmware as disposable is probably so expensive that they will argue that it's impossible.