Linus filmed the video without knowing anything beforehand and was so impressed that he ordered one for himself at the end of the video. the frame.work website went down from all the traffic if the YT comments are to be believed.
he covers some additional details on quality of life improvements inside, lists some of the established name component makers, and some of the bios options. lowish res display and no touchscreen option is the only downside, but according to Linus the mb supports it.
the cpu is soldered, but the premise is you just buy a new board to upgrade and sell the old mb/cpu on the framework trading market so other customers can get 2nd hand discount.
i went to the site, it starts around $750 for the i5 1135g7 bare kit. with wifi module and ram it was ~$860. i can source a discount win10pro key and a nvme m.2 drive for less than their prices but at least they let you know the exact model numbers for each part if you want to source your own. assuming you get all the i/o port modules and charger as part of the kit, i cant see any reason you would bother with the apple/dell/hp/etc models.