It's a company making a laptop with all components easily accessible and replaceable, in ultrabook form factor. They're releasing their schematics and diagrams to the public so the maker community can enhance the laptop with their own customization, and are planning to extend their storefront to support partnerships with really good maker projects. They currently sell replacement parts freely to whoever in their marketplace.
It's a startup and it's a capitalism so it's inherently bad, but god damn have I been wanting a laptop that doesn't have the battery glued down so my grubby mitts can replace it. The whole company is oriented around the rightful belief that planned obsolescence is a fuck and people shouldn't have to throw out thousands of dollars of electronics containing all kinds of poisons every three years.
They're so fuckin' cool. If I didn't just get finished paying off a laptop, I'd be all over one of these.
The best decision is to use the things you own until they're unrepairable, then look into a good replacement, so you're making the smart choice there.