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This is different than the NEO X5 or its peers because it's bigger, slower [1], costs the same amount, and you won't actually receive it for six months or a year.

It also has a custom piece of software. Which is really what is being sold here.

[1]The NEO X5 is somewhat coy about it's clock speed. But the CPU is a Rockchip 3066. Which is "up to 1.6 GHz." http://en.wikipedia.org/wiki/Rockchip#RK30xx_series

It looks to be keyed towards children and restricting their access to certain content and usage time frames. I suppose it will fill a niche market. But I certainly don't support its aim.

There are also substantially more powerful ones around: https://www.miniand.com/products/GK802%20Android%20Mini%20PC