I hear you and I understand where you're coming from, and having said that - it's a matter of expectation, and as far as I can tell what you expected was not what you got, but was it a reasonable expectation?
I've never seen the 343 packaging, and I've long disposed of my 323 packaging - but - as far as I can recall, it never claimed gigabit throughput, although it does have a gigabit Ethernet interface. It did specify "up to xxx MB/s read & yyy MB/s write" and whilst I no longer remember the numbers, a) they were easily achievable out of the box with no tweaking and b) they were well over what could be achieved with a 100mb/s interface.
It's important that you understand what happens when you transfer data from storage location A to storage location B - the transfer is limited by the slowest link through which the data passes - so assuming A & B are disks (no RAID, for simplicity), that's the slowest of - disk A transfer speed, disk A interface speed, bus A speed, network interface A speed, network infrastructure speed, network interface B speed, bus B speed, disk interface B speed, disk B transfer speed - and this is if you're transferring a continuous uninterrupted stream of data - completely ignoring the need to update directories, etc..
A disk with an interface speed of 1.5Gb/s (SATA-I) does not actually transfer data at that speed, mechanical limitations such as spindle rpm impose physical limits. The network hardware may have a gigabit interface, but, it's ability to transfer data is going to be limited by the source of that data.
Data protection systems, such as RAID, impose their own limitations - having the system processor perform the RAID calculations is the least expensive way to do it, and the slowest, installing a RAID card with a dedicated processor improves performance and pushes the price up, but then will you be pricing the product "out of the target market"?
Make no mistake - I got the read/write speeds that D-Link advertised for the DNS-323 and they were gigabit speeds (technically, anything over 100mb/s is gigabit) - yes - I wanted more, but, was I willing to pay for it - not really.