I agree. I think they want to more or less be the apple of more open hardware. They aren't planning to make money off NUC, they're planning to make money off their chips. This is ultimately a strategy for getting more people to want more of their chip. Right now all the slickest devices are arm powered... so many shiny glassy sleek looking cell phones and tables and hardly an x86 in sight... They're not selling $/performance here, that's just a barrior to entry, they're selling a vision and a brand... intel inside