The brand. All of their other stuff is essentially open, so they're just going to start adding new features that aren't open to force people to use their brand and probably claim ownership of any code that is published through their app or something, or make it so that builds will only work on their qualcomm chips.

Oh, and likely there will be telemetry and user data acquisition in the arduino app so they'll probably also get some juicy user data to sell along the way.

They'll sell a few more chips while they're at it.

I'm glad there's nothing I need to do that an ESP32 or ESP8266 can't do.