He also missed the marketplace that Framework is setting up for refurbished/used components as well as the discounted items they sell that failed QC due to visual defects like nicks and scratches. They very much are in this for the long haul and want to as much as possible try to create a desktop like market where you can assemble a “discount” machine out of older or used hardware. It’s just that it’s brand new so there isn’t much or any older or used hardware yet.
For other examples of how they’re very much not like Apple, they’ve made the form factor and measurements of their port modules public and encouraged individuals and 3rd parties to produce their own modules. Unlike Apple there’s nothing proprietary there, it’s literally a USB-C plug. They’ve also talked about trying to get the motherboard form-factor made into a standard like mini-ITX so that 3rd parties could also make Framework compatible motherboards or cases. I don’t know where that process actually landed, but the fact that it was even considered is huge.