> What cash? When we have a new starter, John or Bob sets up the WiFi on their laptop and company phone and adds those MAC addresses to the whitelist for the network. Normally John works in development and Bob works in sales, but they do know a bit about networks so this is fine. Well, as long as they can get to the GUI, anyway.
"Small businesses whose core competence is software/networking, or who by coincidence have that expertise in-house, are a tiny niche market."
You have that expertise in house. Having looked at sales numbers and market research for a company that sold internationally and cross-industry: yes, your experience is very unrepresentative.
> even for schools...
Tangent: schools are honestly pretty technically sophisticated! We sold to some of them at Meraki, but they were drawn to us more for labor savings than to compensate for limited expertise. Education customers typically had very few (especially in perpetually-underfunded US primary and secondary schools), but very competent, IT people. They were feature-hungry power users.
In part that's because, even with low employee headcount, they have to provide a surprising level of IT services per student as well. A school with 80 employees and 1000 students probably has the IT workload of a white-collar employer with 500+ headcount.