1) Those who view Framework as a mission vs. those who view it as a company.
2) The tone of the call-to-action being too formal to differentiate it from an employment opportunity at Framework-the-company.
Many of us remember when Framework’s dream seemed like a moonshot, and many of us rallied behind it and evangelized. Now it seems like Framework “made it” and is successful, so a lot of people have started viewing it as a company rather than a mission. But I think its position is still FAR more precarious than it gets credit for - hardware is a very very difficult business and Framework still only barely has cash to roll out new models. Its still just one small recall or design error away from the edge of failure. Those who see this as an opportunity to help “Framework-the-mission” would be excited for support in doing what they’re likely already doing! It’s cool! It’s fun!
But the original posting makes it hard to view yourself as an independent white knight finally getting recognition from Framework. Many people would hear it as an invitation to become a vassal instead.
I think it would be better received if they had phrased it more like
“Hey! We’ve recognized how so many amazing people have been out and about through the linux conference circuit evangelizing our products! We LOVE your support, it means so much to us, and we want to support you too. Let us know what you’re doing and when you’ll be going to your next linux conferences this year and we’ll do our best to get you some really cool Framework swag to show off and give out to your friends. We’ve already reached out to a number of superfans that we’ve personally seen talking us up at conferences, but wanted to post here to catch anyone we might be missing. If you know someone like this, send them a link to this post so they can get in touch with us. We’re working hard to extend our personal and professional networks throughout the linux community, because we still have so much work to do to open up the hardware as radically as we’d like to. Everything all of you folks do genuinely makes such a huge difference - the long term success of Framework still isn’t guaranteed and we really, truly appreciate all the love and support that you’ve given us. We don’t take it for granted, and while you deserve so much more, we hope this shows you that we see you, we love you for everything you do, and hopefully we can partner together with the linux community on some really cool stuff down the road!”
As a side note, I think huge companies have in the past (and often still do) really abuse this language, but I think it would be fine for Framework. Similarly, plenty of scrappy non-profits and community organizations lean way too far towards “formal business language” when they’re recruiting volunteers — and I think Framework made that mistake here. You may spend 90% of the week as a business leader, but you still have to know when to bring things back down to earth and reach humans where they’re at emotionally. Express to them why they should care.
Also, there is of course always a danger in support $COMPANY-the-mission: many of us remember when OculusRift-the-mission was still all the rage one Monday and by that same Tuesday it had transformed into Oculus the billion dollar Meta acquisition.