I am not sure whether you consider this marketing, but for me important things are (0) demonstrating the interest of customers in freedom, (1) explaining what's

I am not sure whether you consider this marketing, but for me important things are (0) demonstrating the interest of customers in freedom, (1) explaining what's wrong with "ordinary" laptops to the public; increasing awareness in the media [0], and (2) working closely with QubesOS to make this system work on their laptops. Hardware switches are also very good. And yes, it might be a scam. But might be not. [0] (1) is being already done by FSF, but to me it looks like it's not enough.