I fully understand the concept for AW firmware for S9, on the other hand you are basically giving your user base to VNISH without any benefit to you or your customers (if i got it right you don't participate in 2% fee). There is a lot of additional features you can add to this firmware which would make a great tool for larger farms. I bet if you would lower fee to say 1% and make FW work only with AM (something like ASICseer has) this would produce more gains to you and VNISH as well.
  In order to incentives you customers to switch to "your" firmware there needs to be some kind of exclusivity and gain...