It's not like we specifically say "oh btw there's illumos inside and that's why you should buy the rack." It's not a customer-facing detail of the product. I'm sure most will never even know that this is the case.
What customers do care about is that the rack is efficient, reliable, suits their needs, etc. Choosing illumos instead of Linux here is a choice made to help effectively deliver on that value. This does not mean that you couldn't build a similar product on top of Linux inherently, by the way, just that we decided illumos was more fit for purpose.
This decision was made with the team, in the form of an RFD[1]. It's #26, though it is not currently public. The two choices that were seriously considered were KVM on Linux, and bhyve on illumos. It is pretty long. In the end, a path must be chosen, and we chose our path. I do not work on this part of the product, but I haven't seen any reason to believe it has been a hindrance, and probably is actually the right call.
> the fact that this is fundamentally not-Linux (yes I know it runs Linux binaries unmodified) would be a reason against buying it, not for.
I am curious why, if you feel like elaborating. EDIT: oh just saw your comment down here: https://news.ycombinator.com/item?id=39180814