Nice idea, but their overall implementation seems a bit lacking, especially for small HTPC uses. Zotac definitely did it first, considering their case and layout is so similar.
Also the thunderbolt model seems almost forced, out of place for this kind of machine.
At $300 for the barebones, its coming awful close to making a DIY version with better specs:
DQ77KB $140 (laptop 19V powersupply: $0~20, there is also DH61AG if you really need to penny pinch)
i3 3220T or 3225 $120~135 (both are much faster
than the laptop cpu)
Various ITX cases from $30~100, there are some very slick aluminum ones. Sure it will be a bit larger, but not enough that it means anything. (plenty are still VESA mountable etc)
My personal version is for a router, and its in a completely silent
fanless case, for the cpu/board/case I spent <$400.
And in a way when you consider adding ram/HDD/etc to final price its also competing with prebuilt SFF systems too, example:
I still think they should've gone fanless and not been afraid to put more metal in the case for cooling, especially using a 17W cpu!
Its like they went small just for the sake of being small, not because it was the best end result.
Also, going by the tray cpu price of $225 in 1000 unit orders, the case and board combined are only $75, but since they provide it all, guess they ate some of those profit margins