Price-wise they seem quite competitive on paper. I'm curious as to what the build quality & peripherals are like. In my experience the real difference between a regular and top-of-the-line laptop is in the small things.
They're also lacking a 4k laptop, which I would highly recommend to anyone used to working on the road. (or who has to show of work to clients in person).
Price-wise, I got a zenbook for 2/3 the price, with a 3200x1800 screen (instead of 1920x1080), a slower CPU, same RAM, larger SSD, most other details the same. It's a better fit for my needs, and runs Linux perfectly. I agree completely about the screen - a decent HiDPI screen is quite wonderful.
Also, I wouldn't want any of the distribution options they offer to pre-load. And I wouldn't want a pre-loaded OS anyway.
I'm not trying to discourage a worthy goal, but these are some of the issues that this company has to overcome.
Having done the "buy a Windows laptop and load linux on it" thing for many years and many generations, I think I'm done. I have now had a Dell preloaded with Ubuntu and a System76 and I don't think I'll ever go back. The Dell has special drivers tho for backlight and other things, so loading a different distro is a little more work than a System76 is.
They're also lacking a 4k laptop, which I would highly recommend to anyone used to working on the road. (or who has to show of work to clients in person).