The video says that directly. They want to compete with MacBook, but people coming to Framework from Mac are attracted to the idea of owning their own computer and being able to customise it.
The video says that directly. They want to compete with MacBook, but people coming to Framework from Mac are attracted to the idea of owning their own computer and being able to customise it.
You seemed like upgradability and repairability are secondary things to you, whereas the framework makes them its primary asset. It's unlikely the Framework Pro will ever be an "upgrade" over the MacBook in other areas. Comparing it to the MacBook completely skims over its most important differentiator.
The more important part is first-class Linux support. From my perspective, macOS is basically discount Linux; it's tolerable, but only if the gulf between a MacBook and the next best hardware is wide enough to justify it.
Assuming the basics hold up well, upgradability and repairability likely push Framework Pro over the edge for me from merely "close enough" to "materially superior" on balance. I'd still be interested if it didn't have those features, but I'd also look more closely at alternatives and be less willing to pay a premium over the cost of an equivalently-specced MBP.