You don't have to buy from there of course. If you want a cheaper router the 40 dollar Netgears that bestbuy sells aren't all that bad, I've never had to reset one from traffic use.
What odd timing, I was looking at that exact one yesterday, Netgear made a bad first impression first one I got the wireless dropped & didn't come back shortly after I got it. The guy at the store said they get lots of complaints about them. I am wondering if my Linksys is overheating enough to make the wireless drop.