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What's its selling point, price\performance?

Size? The motherboard appears to be smaller than Mini-ITX.

I'm also guessing it's based on one of Intel's upcoming "Silvermont" Atom CPUs. That makes me very unlikely to support this project since I'd imagine the market's going to be flooded with similar products well before this project's estimated ship date.

It's almost certainly "Celeron J1850". The specs line up perfectly (10W TDP, 2.0 GHz clockspeed, 4 cores).

That chip is about $80 in quantity pricing if the early price leaks are to be believed.

That is not much leeway for the rest of the device.

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