What's "disingenuous" about completely explaining the compromise being made, and what you get in return for that compromise?
The store's branding overall and presentation leans hard on being 100% totally free, and once you deviate from that "absolutely totally free of proprietary" status your market options open up dramatically.
This is still a valuable service to some people. I didn't mean to come off so negative, but I also feel people who read the page wouldn't realize they have other market options that are "just as free" as the X230. The benefit of buying from this storefront is supporting Libreboot development and Leah Rowe.
Sandybridge and Ivybridge platforms (e.g. X220/X230) in coreboot are all free software for the x86 part, and that's the majority of it. It's only the ME that isn't. With me_cleaner used, it's very close to Libreboot.
X230 used to be worse in coreboot; for instance, it previously had non-free raminit. Nowadays, it's all GPL code.