Because it's designed for the living room? A generic ARM box won't look as good, have their branding or be as appealing to their target market. Also, who's to

Because it's designed for the living room? A generic ARM box won't look as good, have their branding or be as appealing to their target market. Also, who's to say that they're building it? This is a relatively easy thing to contract out, and from the motherboard pics it looks relatively generic.