"A custom keyboard parts list assembled for the price of a mid-range pre-built."
The 'five-layer foam' and 'FR4 plate with flex cuts' are enthusiast features designed to isolate the keys from the metal case, creating a softer typing feel and more controlled sound profile than typical mass-market boards.
This is for the keyboard hobbyist on a budget who wants the feel of a custom build without the sourcing and assembly. If you prioritize hardware value—a metal case, huge battery, good switches—over brand recognition and polished software, the value proposition is extremely high.
Anyone who relies on polished configuration software, established customer support, or a simple warranty process should pass. If troubleshooting obscure firmware or the possibility of non-existent after-sales service is a concern, stick to a mainstream brand.