As a non-gamer... I thought "Frontier" as in the large US communications & ISP. https://www.frontier.com For various reasons, I thought it'd be surprising that they were to use XF.
But, on topic, good to see another commercial entity adopt XF. Reading their announcement thread, interesting to see that the took the opportunity to purge old attachments to save space. These days HD space is cheap enough to not worry about it, especially for a business.