Learn to program, then re-write all the custom code that has been left out of this release, then re-create AWS and all the backend code too.
Yep, very likely just GPL compliance here. Indeed if much of the user space code is proprietary one won't get much/any insight. You might be able to learn a bit more about the hardware as the device drivers are part of the kernel and are probably included. However, it is possible to package device drivers as modules, and if done in the right way (using only non-GPL kernel symbols) could avoid GPL source obligations. So, no guarantee on that even. It would be interesting to just diff this kernel against upstream to see what they have changed.
The other issue is deployment of any changes you make to the device. That would need to be reverse engineered as well.