100% agreed. My take is that they are simply trying to put the...

100% agreed. My take is that they are simply trying to put the keyword eSIM into as many blog posts as they can to increase search rankings.

I believe your latter theory is correct. I must admit it is a strange strategy to embrace eSIM by manufacturing an eSIM device. They beauty of eSIM that it removes the physical nature of the SIM.

While this ultimately removes FRX's current competitive advantage, it does provide FRX a temporary moat while the transition period occurs. There was always a threat that someone other than Knowroaming would come to market with a SIM sticker. I'd view this as being highly unlikely now.

Being cash flow positive, FRX have a great opportunity over the next 12-24 months to gain as many customers as possible before the real eSIM onslaught begins.

In that world the only points of differentiation will be: Price (including cost of operations), Customer Experience (App & Customer service), distribution/partnerships, and product features.

I believe that FRX's recent moves in:

Price (Local Plans, Flexishare) and their lean cost of operations provide confidence they'll remain competitive.

Customer Experience could be improved, but perhaps this should be last on the list, as most of the poor experiences are based on misapplication of the chip (no issue in eSIM world) and investing in customer service will affect profitability, and profitability is paramount for an ASX listed minnow until cash reserves are no longer a worry.

Partnerships. FRX's absolute success story since launching in March 2017. Building a solid and distribution network provides revenue certainty and low cost customer acquisition. It also provides a significant moat. There is still massive scope for immediate short term growth within Oneworld's member airlines (not to mention all the others). There are a range of other verticals ripe for exploitation.

One question that has to be asked, is when will FRX be considered for AppleSIM? This would provide an immense market opportunity and brand awareness.

Product Features. Inflight WiFi should be closely followed by normal WiFi access and cruise ship data. The question here for FRX is if continued success occurs, do they either acquire or build adjacent product features?

UNL are cheap, but have but have a tightly held/controlled register. Their tech would suit FRX well.
NOR aren't cheap enough (yet), but are wide open. Their WiFi and Visual Voicemail features would be useful additions to the App (particularly in an eSIM world).

It has taken FRX a long while to recover from some early mistakes, so I would prefer they focus on the knitting for another year (unless an opportunity arises that can't be ignored).