Suppose the counter is that the market is chock full of modular options to build a system without framework.

In the laptop space, it’s their unique hook in a market that is otherwise devoid of modularity. In the desktop space, even the mini itx space, framework doesn’t really need to be serving that modularity requirement since it is so well served already. It might make it so I’m likely to ignore it completely, but I’m not going to be super bothered when I have so many other options