Sadly yes, I like the company philosophy, and I understand that - with regards to device size - due to them being small, they can only run 1 product line, no parallel small phone. But what I do not understand then is how they feel they have to release a new model every 2 years, which also drives switching the production lines for older model spare parts. That's not sustainability in my eyes. I was severely disappointed after Fairphone advocated for repairability with "the most sustainable smartphone is your old one, if you continue using it", and still having my Fairphone 1(!) in tip top condition (the only part that broke was the power button, which I repaired myself with an iFixit tool & a soldering iron) but no longer being able to use it because SW support is discontinued. I was even more disappointed when my FP2 finally started having problems charging because the USB port was becoming wobbly / loose, and not being able to purchase a new bottom module because "sorry, we're on FP4 now, only spare parts we still ship are FP3 and higher".

So now I am on shiftphone 6mq - which is not necessarily smaller, but might be usable with free OS + docking station sooner than a FP ever will.

As you say - a good gimmick, but a gimmick nonetheless.