Being configurable is a bit point of what they're doing too. The hardware, firmware and configuration software will be open source too. The keys can be swapped around, making it easy to change how you use it. And yes, it appears to be a proper Mechanical keyboard too.
GamingonLinux: System76 do a lot of things, they've steadily grown to a point where they make their own desktops and now they're expanding further into making more hardware.