I don’t know man. If I have a framework laptop AND I regularly attend computer events of some sort, the framework ambassador programs do not sound all that different than the usual but you got free merch. That is the people they are targeting. You can even say their fanboy or whatever equivalent.
Ultimately, framework knows there are people that are actively using their products, attending events and love to talk about their products. This can be seen in another way of framework giving those people free merch for their free marketing that they always do anyway.