All excellent points. The trajectory of the current laptop market is the MacBook. One system on a chip with integrated RAM and an SSD. These are light, high performance, and long battery life. Repairability is difficult and upgrades harder. This type of laptop is good enough for most people and sells great.
Having a highly configurable machine is the opposite of the MacBook. There’s probably a market for the Framework laptop. It fully leans into being configurable and repairable. That gives the user a bigger sense of control. They don’t feel dependent on huge corporations. It’s not just a feeling either. Other companies don’t want their customers to repair or exchange anything on their laptops and will void the warranty if you do it. Framework is the opposite as it encourages their customers to assemble and replace parts themselves.
Customization has become huge in the PC market, especially among gamers. Framework is smart to try and fill this individualist niche. The marketing works well, just like you said. I find the programmable LED modules quite charming for example. The option to buy the laptop as a kit for me to assemble myself also sounds fun.
Empowerment is what the marketing sells to their customers. Few people really need this product, but many find it desirable.
Czechia has been a pretty strong supporter of Israel going back to delivering arms for their war of independence.