The optimal policies for each application are then packaged into periodic firmware updates sent back to routers. People who sign up for the cloud service and contribute data will get the updated policies in automatic updates. Even those who want nothing to do with the cloud service can get the benefits by updating their router whenever they’d like.

via A wireless router that tracks user activity—but for a good reason | Ars Technica.

What could possibly go wrong with this plan?  🙂