The key positions are also different from a normal keyboard: all rows are shifted by 1/4, whereas a QWERTY keyboard has 1/2 shifts between rows 1-Q and A-Z, and 1/4 between Q-A.
From a psychological UX perspective, I'd prefer 1/2 shifts between all the rows, creating a hex grid.
Ortho is also logical and justifiable, although its packing is worse than hex.
But if convention is to be broken, it should not be the 1/4 that this product has chosen, which offers no benefit and creates an unfamiliarity cost. Better to stick with the standard key positions than this.