Could be a great 1st dedicated compact full frame camera for folks coming from smartphones. Bold minimalistic simple design.
The lack of dedicated dials for aperture/iso/shutter/EV compensation, the lack of quick customizable buttons, and the integrated memory, and the ergonomics might miff some existing SLR/mirrorless camera users, but the interface and concept is almost like a smartphone, and if you do not know what you are missing, this can be a good clean slate to start on.
Good that there are companies that dare to dream and take risks and march to the beat of their own drum.
Hope they succeed.