Am I the only one who can't understand what this product offers exactly?
It is annoying that the marketing is not clear on this fact. This is a nice, if pricey, laptop which supports any modern linux distro well. And when you buy it, you avoid your purchase supporting Apple or Microsoft. (I've purchased a couple Apple laptops over the years, begrudgingly, just to run linux on them. I'm excited to have an alternative.)
How does their hardware tackle privacy issues? What do they do exactly?
They also disabled signature verification on the chipset firmware, but it's not clear that solves any privacy issues, given that the only extant firmware is the closed-source one from Intel. (If anything, disabling signatures is a net negative for privacy, as the authors of a malicious replacement wouldn't even need access to Intel's signing key to create one.)