> Your distinction is a bit arbitrary. Every point about this company will always be about appearances unless you have first-hand accounts or experiences.
Not really. Here is a substance based argument: there is no underwater FAA. This company, and any other private submarine company is setting their own quality level and then marking their own homework to see if they have met it. In a commercial environment they are incentivised to cut corners and there is no external force resisting this.
Then you can ask them about their tech and procedures. Do they have redundant means of communication? Do they have multiply redundant means to release the ballast? How many hull penetrations there are and how are they implemented? If they are unwilling to discuss these questions that is worse than a bad answer.
Some comments are criticising their choice of carbon fiber for the middle section of their pressure vessel. I don’t know enough about the engineering there to decide for myself if that criticism is fair or not but that is an argument about substance not appearance.