To me their software story is compelling. To use the wording of the article, I like that I can be a weirdo running Linux on a laptop and not be a fringe use case. I had no interest in either of their supported distros but their support forums had the necessary hints needed to get a different distro up and running (plugging in newer firmware from the Linux kernel git).
I like that they’ve given some support to the FreeBSD community and I’d like to run that on a future Framework.