They got something running there which they may call "OpenWRT" which is actually a fork of a very outdated version of OpenWrt with many proprietary (as in: binary-only) components.
If they are marketing this as being OpenWrt, then this is a clear violation of our trademark policy.
They may of course say "it runs our proprietary OS which is based on OpenWrt" -- just like Raspbian is based on Debian.