It's not false advertising, there are no lies or outright deception. However, it feels disingenuous to me because there are lots of laptops out there that can either have coreboot flashed or you can run me_cleaner on, possibly laptops that people already own.

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.