I think a good portion of their sales have been ideological in nature.

Back when it came out, Apple was starting to add firmware locks to more and more components like the battery and the rest of the industry were getting worse and worse ifixit repair scores. Nowadays, a lot of companies are starting to take repairability by the end user more seriously (look at the neo) which is hurting the value proposition of Framework's laptop.

I much prefer the parts pairing that is required by Apple. Parts pairing is a mitigation to theft, but in my opinion should be a stronger anti-theft measure. I don't think Apple goes far enough with this. At the moment, a locked part, that is a part that has been taken from a mac with the activation lock still enabled, should render unusable on another mac, or at least show up in the parts setting as marked lost or stolen, and should at render as completely inferior to that of a genuine or authenticated part.

This doesn't hinder repairability, as you will find with the Macbook Neo. It just thwarts a secondary market for stolen Macbooks and/or parts.