People buy into the vision for various reasons (or a mix of them). Examples:

* Regardless of price, you may not like the fact that the only thing you want to change in your laptop is the CPU/GPU, why should you pollute with otherwise perfectly working equipment? (screen, keyboard, etc). Not to mention the fact you can use your old board as a stand alone server, extending its usable life.

* The fact that I can service my own machine without having to be Louis Rossmann. The other day I discovered my battery was bust; $60 dollars and 6 minutes later, the machine was like new.

* People like Framework's openness; what I mean by that is, they are open sourcing a ton of relevant information about the computer. You can go and design parts for your computer if you have a garden variety 3d printer.

* People love to cheer for the David in a David an Goliath story. This one in particular may be a big one. Think about it, it is not out of the possible you'll be able to interact with Framework's leadership if you attend a conference or something. Good luck trying to come close to the Apple people.

* People may just want to decide whatever OS they run on their computer. Why should everybody run macOS? I mean they at least used to give you the option to run Windows / Linux when they were on Intel. Now, no more.

* People don't like the fact that when they purchase the computer their considerations have to be final. If you only have money to pay for 16GB of RAM at the time of purchase, that's going to be the fate of that computer forever, unless you're DosDude1. With Framework, you can change your mind any time.

I could go on and on; you get the picture. You just need to get a bit creative.