Given that one of their stated targets is sustainability, this sounds like Jevons paradox [0]. This might be averted a bit, though, if you reuse the old mainboards for things like a homeserver.
They'd still need a framework chassis, so this market is probably a tad smaller (either they are late upgraders or something broke). But yes, this works, too.
[0] https://en.wikipedia.org/wiki/Jevons_paradox