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.
I did mention capitalism bad in the OP, but critiquing it for being an ad is fair, I suppose. I'm just excited for a machine that's actually designed to be repaired after years of dealing with the fuckery of planned obsolescence. And if the company goes under, it turns from a repairable laptop to a laptop with some extra resiliency to failure. Many modern laptops have hardware switches that prevent components from running outside of a chassis. This one lets you pull the mainboard and use the computer even if the rest of the components all crap out.
Of course, in another comment in this thread I told a comrade that the best decision is to use the machine he owns until it's beyond recovery and only then replace it. No ethical consumption, so it's best to minimize the absolute footprint. For people like myself that are going to be out a computer in the near future, I'd rather folks are aware of good alternatives to the crapfest out there.