The speculated price point in the article is $100 (which is conjecture), but then you have to add an 1155 CPU and a couple of sticks of DDR3 memory. There's also no slot for an SD card, which is going to make storage more expensive.

Practical builds of this aren't going to be below $200 (and that's assuming the price quoted in the ET article is correct).

You're right about no case, but this unit also requires shipping.

I stand by order of magnitude.