Its not really a distro, nor does it pretend to be. What it really is, is an Arch Linux install, with a preconfigured set of apps & workflow, and a set of tools to easily allow the user to customise to their preferences - within the confines of the original config/workflow.
Basically, it's a "curated Arch linux"
So it could just be some files and a bash script or maybe better, an Ansible recipe??? Sorry for being reductionist but its late and I'm out of beer.
That's essentially what it is. They don't really pretend otherwise. The iso is a convenience for 1 stop installs.