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.
It's bleak, but I've seen this happen over and over again. Maybe they'll last longer than a year, but they will struggle raising capital, expanding operations, optimizing supply chains, integrating components with competitive performance, marketing, etc. I've been waiting for open hardware consumer electronics for 20 years. I bought the first generation OpenMoko Freerunner. I've followed many similar attempts at bootstrapping open hardware companies.
The truth is we really do need to sieze the means of production.