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It's the same thing Brother Printers is doing.
Except their products suck ass. Fuck Brother.
?? They're not as reliable as a 1980's era HP laser but they seem better than any other modern laser both in reliability and lack of enshitification. They take 3rd party toner without complaint. They don't need an online account to start using it.
Maybe I should've mentioned that I only use their foil cutters, and not old-school printers. The foil cutters are absolutely horrible to use, and require so many additional proprietary purchases. And they actively try to kill cheaper alternatives for stuff like their sticky-mats, by adding a little code to their mat, so you can't use any other type than their own.
My 2008 brother laser printer for ~80€ is still doing great. A replacement toner is like 17€ or so. It just works.
I have no experience with their printers, only foil cutters. And they are like the HP printers of foil cutters.