I don't find framework appealing for upgradability, but I do think it's great for repairability. Being able to extend the life of a machine easily by replacing a cracked screen or degraded battery is so much better than going to the fruit store and being upsold a new machine and spending more. Obviously you pay extra in upfront costs and sacrifice build quality for a framework.

Also I think framework will excel in the SMB market where companies may have diverse requirements for different employees. Some just need a machine for email/browser and others for dev or video editing. But they can share parts, and upgrading a dev machine might have the benefit of upgrading other employees machines with the extra parts.