So basically its a Chinese ROM playing handheld which uses proprietary flash media to make sure you buy the ROMs...something which has 0 demand but gets pumped by blogs
and YouTube channels for affiliate commission.
I'd really love to see which OS it runs and the back-end software...which I'm willing to bet is open source emulators.
Unless if the company developed their in-house OS/kernel/BIOS, and the making of these carts use original source code as the base, compiled specifically for this hardware, and the software is reading/writing in real-time on the cart (not dumping the main software before starting the game), it's a Chinese ROM playing handheld.
For enthusiasts, I feel like cards with covers for retro games should be released instead. I'd be much happier buying the ROM with PDF manual download for a couple bucks on a physical card with a nice cover on front/back of the card and QR code/NFC chip for identification.