The shift13mi is an interesting idea, but the shop being in german only (correct me if wrong, could not find how to set the webshop in english) is a turn off. Even all their PR media is in german as far as I could see.
Same with the phones, they look interesting, but I’m not in the german market, so it seems unwise to spend money like that in a company that seems based in Germany and nowhere else.
But the same idea of the shift13mi with the upcoming AMD Framework motherboard sounds incredible.