Earlier quoted context omitted.
Home router security is pretty much a joke as well, often they're themselves the vectors of attacks. But even if not, it's hard (I'd say impossible) for a generic firewall to distinguish most malicious traffic that exploits application-level protocol bugs. Plus many of these devices rely on Cloud services that themselves can be hacked and used to exploit the device.
I assume there's an important distinction between general purpose PC traffic and IoT traffic, which is that IoT devices should usually communicate with a small set of external entities (let's say a vendor service and a user's smartphone). So we can ignore the content of the traffic and instead consider everything malicious by default if it doesn't come from a small set of explicitly trusted addresses. This of course…
Routers do have a solution: some support setting up a VPN, to which the phone could securely authenticate against. But good luck getting users to configure that.