While I agree that marketing on a router is wrong, I don't think this is the intent.
SecureSpot is now a standard feature on some of dlinks routers. The intent, I believe, is to give you the choice to turn on/off at first boot with the new firmware. This allows you as a parent to decide, do I need to filter my childrens access to the internet.
The router, by default is blocking all traffic, until that decision is made by the parent.
Is that really that bad of a thing?
I've had three high school exchange students living in my home, trust me, kids go places on the internet you don't want them to. Even if you turn it off, I think its better for parents to be presented with the tool and allowed to make the decision, instead of missing out on the opportunity to put an extra layer of protection on for their children.