Thank you for all you and the team have done so far. Seriously you should not neglect you family - they grow so fast! Don’t miss out.
Like, you I feel it should be possible to provide a great product based on open source. But no examples come to mind from my limited experience. The tension is clear, for example we cannot load the our own moded version of the core - that would break the commerce store… And Collectives I know of provide services not products, Anyway some thoughts, if not answers.
In general business models need to be kept separate from community management. Or else issues arrive such as one community member taking over.
Previously computer box shippers realised they needed software so supported OSS communities which helped them commoditised the code as a non core business asset. However, Sun seemed to get confused and wanted to be both hardware and software (Solaris) and support OSS. They are no more.
Raspberry do sell hardware and support the OSS software they need. Can you learn from Ebon and team? They do have a foundation but they are not easy to setup and run.
Most OS active projects are by developers for developer users. There are a few software “products” for less technical users- eg MuseScore, Libre Office, Web browsers, Inkscape etc. Projects Like React seem to gain traction due to being initiated by massive companies like Facebook. No help for MOD 
The common hardware product business use of OSS seems to be to use pre-existing projects as part of their proprietary stack. Eg Routers. how many do more that provide notices of use in and engage in the community.
So two possiblities occur to me, broadly as you mention
1 Become OSS community leaders providing a platform that can be used on a variety of hardware solutions from other manufacturers. The problem being how many hardware platforms are suitable and open enough? And funding an OSS project is not straight forward, even if key developers come from one company.
2 ship boxes as a business that contributes to a separate OSS platform that you are an active member of. Pick a USP like high quality hardware for musicians and that complements homebrew RaspberryPi like solutions for hackers. The risk is of course the community doesn’t get going or decides to go in a direction that doesn’t support the business.
Sorry I’ve no clear concept of a way forward. I love what you are trying and the platform is fantastic . It’s never easy being pioneers!