At the same time I hate to be that business guy, but both this blog post and the abl site are missing a good answer to my first question: Why? Given that SpaceX exists and is quickly approaching feasibility of Starship on top of Falcon, what is the primary goal of this rocket system? How will it compete? Who will its customers be? Is it getting its metric ton payload to orbit faster/cheaper/easier? Is this "from scratch" engine design superior to existing designs in some way? What is its current ISP? Is Jet-A + LOX a better fuel choice given expected mission parameters?
I'd love to see a blog post that tackles these kinds of questions.