This would be good, since generally small form factor PC's of that sort range in the $1k-$3k price point (Kontron has Intel boards similar for that). $100 would be a welcome relief, but I'll believe it when I see it.
I like how they didn't do any research. "At 10x10cm, the NUC is actually one of the smallest complete PCs on the market.", since there are quite a few x86 PC's in that form factor, the Kontron one ranking in at 84mmx55mm. It's just a bit out of the price range of hobbiests