Repairability and customisability are what make the Framework laptops exciting. So yeah, you could fit those into either of your buckets (marketing or intangibl

Repairability and customisability are what make the Framework laptops exciting. So yeah, you could fit those into either of your buckets (marketing or intangible concepts) depending on your perspective. I'm not sure why one can't get excited about the Framework without owning one. I haven't bought a Framework because I already have a perfectly good laptop. But it's still great to see a laptop like this in the market and I hope that it (or something else inspired by it) is still around when I eventually do need to buy a laptop again.