remember that this is a test, proof of concept box.
I'm sure that if you called and wanted to order several thousands of them you could arrange to get the key in the rom changes to something else.
it may even be that the rom is socketed so that you can change it out.
this is assuming that it really is rom, not just flash that requires opening the machine to reprogram. I haven't seen a real hardware tear-apart to know the details of this.