I think the main differentiator here is the local installability and customizability. They're clearly targeting orgs that can't or won't use the actual cutting edge agentic models on the market for security or other reasons. Those places are going to need/want to work with a full enterprise sales pipeline, do the security reviews, BAAs, etc.

"Contact Us" is a dealbreaker for a lot of orgs, but for the ones that are the real intended customers here it's not a huge impediment.