As someone who uses Linux on a laptop (ThinkPad) and would love to support a Linux-first laptop vendor, the question I've always had about System76 specifically is: what value exactly do they add?
System76's pitch is that they add value by ironing out all the compatibility issues Linux can have on laptops, so they "just work" the way macOS does on MacBooks and Windows does on ThinkPads and Dell XPSes. But they're maddeningly vague about precisely what compatibility issues they're ironing out, at least in their public-facing marketing materials.
Those make their pitch instead on the quality of their hardware -- a front where they are inevitably doomed to lose to deeper-pocketed OEMs like the ones mentioned above -- and on their coming with a custom flavor of Linux called "Pop!_OS", which as far as I'm concerned is an anti-feature. I don't want to be locked into some hardware vendor's custom Linux ghetto just to get hardware compatibility; I want to run mainstream distros like Ubuntu, Fedora or Debian. You can get a System76 machine with Ubuntu, but if the hardware "just works" with Ubuntu, why muddle the message by trying to get me to convert to a whole new distro? And if it doesn't "just work" with Ubuntu, why offer that option in the first place?
It's all very confusing, and leaves me with the vague feeling that they're talking about just about anything they can talk about other than what specifically they're doing to improve Linux's compatibility with laptop hardware. And that makes me worry that they're just taking generic hardware from some Chinese factory and installing Linux on it.
If that's what I wanted, I could do it myself, you know?
Note that I'm not saying here that they aren't doing important work improving compatibility. What I'm saying is that, if they're doing that work, they're doing a really good job of hiding it from potential customers. Which is mystifying, since that is the one thing their potential customers would actually care about.