I honestly am not sure why hardware startups do not adopt the open source model more frequently. At the very least they could do a software escrow where if they go belly up, the software becomes open source. The point is that it is a huge marketing point that they could use but do not. You are right that if let's say Samsung started selling completely autonomous kitchens then it is less likely that in two years they go belly up. But they also will want to cram it full of ads and spyware. Why can't a hardware startup position themselves against this and keep hammering their marketing with how they are open source and do not want and will not to show you ads or spy on you.

I think the point is that consumers never have a choice in these things so even if they cared, what would be the outcome? For phones, TVs, laptops, cars, if I do care about not just privacy but repairability, what options do I actually have? For phones there are various attempts at libre phones but they are all unusable in some way. Dumb TVs exist and so do open source media players, but something that lets me stream all my video subscription services + local media and does not have some phone home cloud thing built in just doesn't exist at all. Laptops are maybe as close as you can get with things like Framework, etc. and I think this is where I am surprised at the lack of serious marketing. Finally, cars are a complete mess. I have seen one or two open source ECUs but it is so far from plug and play it's not even on the horizon.

Basically, consumers don't care because they aren't choosing between a libre phone and Google Pixel. They are choosing between a Google Pixel and a buggy prototype or a dumb phone.