I'm not sure who they is in this context but the person who runs the channel linked in the topic and who is normally in the videos has consistently praised Framework for their efforts, including the release of these public schematics, regardless of being partially complete, and has reminded viewers how it compares to other brands that don't release anything of the kind for helping repair shops.

In a recent video they were considering buying a second Framework laptop of their own just to have it displayed in videos as essentially free advertising. If some of these characterizations are about them it seems misplaced tbh.