Folks would be more likely to do so if there were a visible way to do so.

I suspect they'll lose many people that way, since it's not clear the thing is even for sale unless you stumble upon it somehow. Is this an open source make-your-own-board thing where I get a BoM and CAD files? A buyable product? It's not clear at all from the site design.

Disclaimer: The design is responsive. It disappears at lower screen widths. There's a subtle menu in the top-right, and the bottom of the menu hides the "buy" button. It's fine if you're running a full-screen browser window on a desktop.