I think their messaging is pretty clear. These are laptops built with a focus towards keeping your information private.
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.)