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So is it an OS or a tool? Is it a website or software? The marketing is a little confusing here

If you're not being ironic: OS here seems to be Notion/PKM term for "process".

Eg a Notion template in the same space: https://www.notion.so/templates/life-os

It's an OS in the form of a tool that you download from a website? I'm a tad confused about it too.