So it looks like ASUS is trying to create their own boutique line of gaming PCs, ala Alienware, Falcon Northwest, etc.
Personally, I prefer mini-ITX cases over larger designs. The better ones can store 2+ 2.5" drives (SSD, larger one for storage), and they obviously are so much better in terms of space conservation. If ASUS can build a great mini-ITX case like the Tiki from Falcon Northwest but at a much better price-point, then I think it would sell better than "yet-another" blasé desktop.
Also, I hope they can quiet the video card. By far, that is the loudest component in my own system.