On the routers, definately documentation. Depending on the use case (not even getting into the ER vs UniFi thing) basic setup scenarios for home use or SMB use would go a long way to helping this. I'd guess 50% or more of the people using ERs are looking to replace a basic firewall/NAT box consumer device, and the Wizards only go so far. THe other half are probably more Pro users actually using them as routers (like we do) in a business or ISP environment, and the setup there is actually simpler - we use BGP at the core and OSPF everywhere else, so it takes about 5 minutes to set up a router.
The switches are another matter. If you mean the sw0 on the ER-Xs that's pretty basic. But the bigger switches really lack documentation, and I see people tripping all over themselves as soon as they try to deal with VLANs or LAG issues, let alone understanding the Layer3 limitations etc. in them. The complete difference in the CLI between the VyOS based ERs and the ESs is another issue - the GUIs look similar at first glance, so I think some folks believe the switches are based on the ER code, and they hit a brick wall pretty quickly...
I think a lot of people are looking for the kind of docs and examples you see with Cisco et al - whether on the Web or in printed/pdf form. They are used to being able to Google for something IOS specific and get 10 docs from CCNA manuals or just Cisco's web site with step-by-step examples that when they don't find the same thing from UBNT they get upset. I know documentation is the non-sexy part of this industry, but it can make or break a product line. We do our best on the Forum, but there's a lot we don't know about all this too, especially with all the new products coming out. And Jamie's training courses only help if people actually take the classes...
Jim
