In terms of specs it doesn't look very impressive. Doubt it holds up compared to mainstream brands at that price point. The lack of physical buttons probably makes it less appealing to professionals. Touch controls are just not the same for quick actions based on muscle memory. I don't get the color modes. It advertises as "no fluff" but includes all these presets, which anyone halfway interested in editing will likely avoid in leiu of their own styles. In fact if you look at all the software features and modes, it's quite standard, not really minimal at all. You're limited to Sigma lenses. Never used a Sigma lens so I can't comment on quality. But I don't know why you would want to limit yourself, again particularly given the price point.
Overall this looks like an aesthetic sell rather than a good photography product. It's for people who want to appear cool with a sleek-looking camera that gives you the popular image "looks" out of the box. And who are willing to accept an inflated price tag for it.