My best guess is that they're not important decisions to their target audience.

I've been using a kinesis advantage for years, and I'm seriously considering getting one of these.

I do not at all care about ZMK vs QMK -- I don't even know why I should care.

RGB underglow? I don't even care that it's there, let alone programmable key backlights.

I care about ergonomics. The selling point is the split, and bluetooth/wireless capability, on top of all the existing ergonomic benefits.