Maybe they're competing with the old Mac desktops, the cheesegraters before they were made completely proprietary. Now, I've always dissed Apple consumers for buying a phone that's 50% more expensive and 20% less powerful or feature-filled than the competition, but once I learned the going price of Mac desktops are 300% more expensive than the most capable custom, my mind was blown.
And yet Apple's success and following is proof that Framework's desktop might follow suit.