Indeed. I don't understand why they do that (it was already like that before the brand change). It just scares away many potential users (people who have already used Linux, like open source etc.).
It's not like their management is clueless either. The project is sponsored by an advanced technology company (https://www.ixsystems.com/).
It's not like their management is clueless either. The project is sponsored by an advanced technology company (https://www.ixsystems.com/).