Most people just want to buy a keyboard so that they can have it and type on it. But if you're ordering an ortholinear 40% split keyboard, you've probably already got strong enough opinions on switches, key layouts, and keycaps, that you're not going to be very satisfied with a mass market keyboard anyway.
Con Somehow cheaper to spec out than a Planck
This keyboard is based on the Planck. You would think that the Planck, what with its popularity, would cost more. Somehow, it's actually cheaper. This actually has to do with the case/frame. Instead of ordering a really nice prefabricated case, you end up ordering laser cut panels and spacers to create a frame to hold the whole thing high enough off your desk to type comfortably.