At the "discounted" $275 (2GB version + EU shipping), it's more expensive than embedded x86 solutions (APU2b4 or Celeron N) while being less powerful and flexib

At the "discounted" $275 (2GB version + EU shipping), it's more expensive than embedded x86 solutions (APU2b4 or Celeron N) while being less powerful and flexible (the power consumption is the same). Still a nice toy to play with, especially with all the connectors it offers and I can see this being a hit with iOS fans since it's supposed to be super easy to administer using their custom GUI and video tutorials, so worth the asking price.