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This follows them leaving the motherboard OEM market effectively some years ago.. I always thought there was some value in Intel doing this, but an interesting way to cut costs..
I think for NUC the message has made it across clearly by now - make x86 stuff with other form factors and OEMs are delivering..
I don’t think Intel was trying to compete with its partners, so much as trying to prevent competing ARM based products from gaining a foothold. This product was release about a year after the Raspberry Pi was introduced. I think the fear was that if Intel did not offer a solution, products like the Pi could move from the hobbyist niche to mainstream or enterprise adoption.