Why? Well, I really admire Jonas Heitala's documentation of his journey to find a layout that fit his aesthetic: https://www.jonashietala.se/blog/2023/11/02/i_designed_my_ow... . My layout isn't as extreme, it's still qwerty-ish, but I've been heavily inspired by his thorough analysis.
Wireless keyboards (like the one linked) typically use ZMK instead to my knowledge. It's similar to QMK—so much of the knowledge still applies—but it isn't 1:1.
https://zmk.dev/