Some of those all-in-one router/modems have pretty limited capabilities on them, and folks that are network savvy usually want more functionality (VPN, VLAN capabilities, custom NATing, custom QoS settings, better wireless, or just general horsepower of the router). So putting it in a bridged mode essentially disables the routing portion of the modem, and it'll just act strictly as the modem. This lets the user buy a router of their choice, and use that as their primary routing device instead, and they can configure it to their hearts content with all the features they want, and can usually end up getting better performance than using the ISP router capabilities.
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