I disagree, the framework name has been intertwined with repairability since the inception. That is their USP and has been their marketing angle from day 1, not only that but the fact they are supposedly championing repairability due to their 'ethos' as a company.

Fair enough that a company might bring out products which differ from their core market, but in this instance I have to agree that releasing a desktop PC with soldered on RAM very much goes against the place they have positioned themselves in the market.

Perhaps a better solution would be to start releasing a newly branded product line of not so repairable machines, but keeping the name 'Framwork' for their main offerings.