So dudes here's the deal:
We changed to 2280 form factor.
The logic was this: 2242 was super tight on supply and prevented us from upgrading our SSD to better performing ones. There was not many 2242 SSDs out there and while I questioned our motherboard supplier about the end of life risks, they seemed quite big (the SSD we had, which already was hard to find, was about to EOL Q3 2017).
First we got unlucky. Our current battery supplier at the time suddenly announced that their capacity would be 46WH instead of 48WH. We were terrified. In combination to that we'd be looking at another reduction of 2WH to a total of 44WH if we wanted to increase the space for 2280 SSDs, which would be more abundant and have more options available.
This was simply unacceptable in terms of the battery.
But then we got a bit "lucky". We'd previously engaged a top tier battery vendor to supply us batteries, however this vendor had declined to do business with us because of seemingly suspicious claims of being able to reach certain sales quantities.
However after our Indiegogo campaign was launched, news traveled quickly and we re-engaged them with our motherboard vendor. They were able to quote us a smaller battery but with the original 48WH capacity, as specified. The size gave us an opportunity of getting to 2280 form factor AND have the original capacity, being a big "two on one strike" win for us.
Exactly, the selling points. At the time the community in its form was largely discussing about having PCIE SSD instead of m2 SATA as well as NVMe.
Also good thing to understand is that the new SSD is not only faster, but more expensive. Why it matters? Because we upgraded it to all buyers for free.
We can freely discuss about changing the SSDs for future batches, but for this batch we likely don't have time to do it.