It's not about ordering different configurations.

It's about the keyboard being configurable, or as they say: "Remap keys, swap keycaps, and configure multiple layers to your liking. (...) Seamlessly adjust the layout with the Keyboard Configurator application. Because changes are saved to the keyboard’s firmware, you can use your custom layout at any workstation. (...) Included key puller makes it easy to pop and place keys where you want them. Extra keycaps are provided in different sizes, contours, and red and blue accent colors. (...) Use four layers for personalized application shortcuts, adjusting hardware functions, non-QWERTY layouts, and more."

QMK-compatibility means that you can flash the keyboard with your own firmware, written in C. Quite a lot of potential for extension, macros, and odd bits and bobs of USB-compatible things like midi, steno protocols, and mouse movement.

That's just their store template I assume; all of the PCs they sell have a lot more than just one option.