Good idea, selling routers with this firmware would be beneficial to router manufacturer(s) as they get a new marketing tool ( Open Wireless Compatible TM -mark), which would skyrocket market adoption. That to happen needs brand value, so lets hope this project catches on.
They could even help support their project by selling routers with open-source firmware already installed (if allowed by the manufacturer).
The current firmwares are kind of stagnant (considered good enough I suppose).