Well, there's probably a bit of audiophile appeal in their "100% PURE ANALOG TECHNOLOGY - NO DSP" tagline, but they're not completely wrong when they mention reliability. As someone with a passion for programming and working in it (sadly), I can say that the less code there is somewhere, the less worried I am, knowing the usual industry code quality and programmer competence.
As far as the brand goes, they have very interesting technologies (
https://www.psiaudio.swiss/technology/) and provide a good number of measurements in their products PDFs.
I'm particulary interested in their claims about using some kind of servo woofers and their in-house class G/H amplifiers (wonder if Focal's class G amps are also homemade).