You choose them because you have a google-free android phone, with all the apps working, without having to do it on your own.
Their business model is to *sell* phones with that iodeOS, a fork of Lineage, even if everything is on gitlab and you're welcome to install it on your own.
I'm an IT engineer who likes free code, but I'm not really into Android, and I only have so much time. I wouldn't have installed Lineage on my own.
So I wouldn't have had a free version of Android without iode.
The phone I had from them was also refurbished by a local company, which was nice. It's still more eco friendly and responsible than getting a new phone from a big SW company.
I'm just annoyed the company replied to none of my support requests, that I submitted on the website
(I wanted comments on the IMS that wasn't working, I wanted a duplicate of the sale receipt, and I wanted the IMEI to be able to report my phone stolen.
I had to get my support from nerds on Discord, for the former.