A more open Asus, with a beta test programme for technical users* would instantly do two things.
1) result in Asus shooting to the top of the cool list for tinker-types.
2) result in a more stable end product for non-technical types, with more bugs out of the system prior to OTA update.
*technical users being those that meet a minimum criteria of producing accurate and technical bug reports and not just "it doesn't work waaaaaaahhaaaaa".
If Asus doesn't do this, it's only a matter of time before someone else does it and takes the crown.