It's the opposite since it standardises everything as oppose to roll your own.
If you need to hire someone you'd need to train them on your system no matter what, with a framework you can use their documentation to explain where things are and how they work.
Elixir really needs to lose the perception, if there is one, of it being a subset of the Ruby/Rails community. It's true that the initial influx of Elixir developers came from the Ruby world back when Elixir was new, but that was a long time ago. Tons of Elixir folk come into it nowadays without a Ruby background.
Elixir and Ruby really aren't that similar anyway. The syntax differences are very superficial - Elixir's a functional language with very style and semantics to Ruby, and that's even before you get into the magic of OTP and the BEAM, for which Ruby has nothing comparable.
Elixir is already a small fraction of a small and shrinking community (Rails). Ash is a tiny fraction of an already tiny fraction. I cannot imagine defending this choice to anyone unless I was literally the CEO of a company and answered only to myself.
Ash does look badass though!