I don’t think that they’re targeting the same sort of user as the enthusiast board manufacturers do.
I mean the MX Keys is a popular product outside of mech keyboard circles, this may be positioned as an alternative for those users
I have been using the gaming version of this keyboard (G915) for years and would prefer not going back to high rise keys.
Better ergonomics, looks better, easier to clean, less wobbly keys, smaller chance of breaking a keycap.
So from a sample size of one, I've never broken a keyboard on a full height key, I've broken 3-4 on laptop butterfly keyboards over the last 20-ish years, and I've broke one on a G915 in one year.
I mean just look at the underside of the logitech keycaps with two thin prongs versus the heavier duty (and redundant points of connection) on the female + connector on a cherry key, I know which I'd bet on.
Where are you getting this from? I can count at least 3 people I know using low profiles. Without doing a poll. Some people want that laptop feel in a desktop board.