They absolutely have people signing up, none of it has been publicly announced (that I've seen) but we already know they were doing custom designs for Facebook/Amazon/MS so they would be logical first-takers.
I can't tell if you're saying you have insider information or you're just assuming they're getting customers with no evidence.
And Annapurna (owned by Amazon) sells CPUs to all sorts of vendors, including Ubiquiti and Synology.