Regarding the question why CeroWRT, I think this makes perfect sense. DD-WRT ist (afaik) still rooted in the open sourced Linksys firmware, while OpenWRT started from scratch in between. They really do awesome work and have developed a really powerful software platform for embedded devices in general. CeroWRT is based on OpenWRT but is focused on certain important aspects (bufferbloat). So I guess the EFF considers this important and wants to help by giving it some publicity.

This is an awesome talk by OpenWRT developer nbd from 30c3 about the history and future of OpenWRT: https://media.ccc.de/browse/congress/2013/30C3_-_5497_-_en_-...