You are right on terms, legally speaking. The issue they are facing here is that they are in a competitive market, the NAS market. When you launch a product you have no other choice than making a competitive study and then list the pros and cons of your offer.
To me, the hardware and low-level software is good as offering reliability and a simple-to-use product, when talking about the FS. (albeit improving the transfer speeds would be a plus)
But the competitors, albeit not offering a nice platform to futures development as DRI do (as you said it, rightly to me), offer core functions everyone expect nowadays when buying a NAS.
To me what DRI may not have clearly understand is that they moved from storage business to NAS business when they launched the FS. NAS is not only a secured storage device. It is a services platform build around a storage device, which is a pretty different way of thinking their product marketing.
I imagine they may not have a strong software development team yet, because storage business does not imply to.
From my humble point of view, the problem with their current strategy is that they are creating a bad buzz around the FS because of the lack of core functions available anywhere else.
Everyone know that the cheapeast commercial way to sell is buzz marketing. They may have a great marketing and communication, a good buzz remains the sine qua none condition to good sales in the medium/long run.
In my opinion, the best strategy they could adopt would be to licence and really kickly make the partner adapt a software NAS system UI (OEM partnership) to the FS, having from that moment a solid “software” side. There are really good ones available on the market. That done, they will have a good year or so to recruit and strenghten their own UI team and build from that OEM web UI (or from scratch) a better, home-made, version. Competition offer it free of charge by the way, as part of their services offer when buying a NAS, I don’t think DRI should make us pay for that, at least not the “standard” functions.
They can perfectly follow their “core functions focus for the mainstream and additional functions only if needed” strategy. They simply have to build a simple web UI out of the box and create a download section, with real new web UI sections (not just downloadable deamons as today) for those who need additional features.