Ohhhhh that's why there was a spate of projects posted last week about building computers based on framework mainboards - submarine marketing for this framework upgrade launch. Figured it was framework behind it somehow, but the fact that it's to promote the 'here are some ways to use your old mainboard once you upgrade' angle makes a ton of sense.
It's somewhat less nefarious than that. Before we announced the availability of a new Mainboard that existing Framework Laptop users can upgrade to, we wanted to make sure that there were interesting ways for people to re-use their old ones. When we sent out hardware to some creators, we told them we would appreciate it if they posted their projects by X date, leading to them clustering just before that date.