This is so amazing. If I had a 10th or 11th gen i7 laptop, no way I'd rush out and buy a new laptop for two or three grand. But a new mainboard for $600? Yeah, that's an annual upgrade train I can get on!
Given that one of their stated targets is sustainability, this sounds like Jevons paradox [0]. This might be averted a bit, though, if you reuse the old mainboards for things like a homeserver.
They'd still need a framework chassis, so this market is probably a tad smaller (either they are late upgraders or something broke). But yes, this works, too.