I am an owner of a Framework, and have been very, very happy with it.
First, a story: I had a battery drain issue where the main and coin batteries ended up fully drained due to leaving it in sleep for too long without plugging it in (this represents a negative, in and of itself). However, the fix was fully documented on the site and - aside from charging time - was fixed with 10 minutes of effort after 5 minutes of reading the forums. For many modern laptops, a battery issue means a service visit. To me, that you-can-do-it mentality is a big part of the appeal.
Now, a bit of tea leaf reading. I don't think Framework really intends these devices for tinkerers and developers. I know there's a lot of uptake in that community, but they're not the target. I truly think Framework sees these as "technology worker" or office PCs. They aren't specced very high, but more than capable of office work, are easy to maintain, and can fill many niches due to the swappable ports. That swapping also means less dongles, so it's more portable. Also, let's face it, the general office PC represents a bigger market than enthusiasts.
These feel like very accessible PoC devices to give to the managers, support staff, and even your parents. They're easy to fix, eminently configurable, and have just enough power to service most users. Depending on their success, I think you'll see new SKUs come out with GPUs, different keyboards, and narrower niches. These two generations represent the base, and they'll release mods that build off that for people like devs and designers and such.