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mads
Isn't this just another reference device?
meepmorp
Apparently the assembly and distribution is handled by Asus, and it's intended to be sold to real people.

The article suggests they're looking to build out a fanbase for Qualcomm's products, like with AMD/Intel. There may be more direct to end user products coming.

achow
They are bundling accessories - ear buds etc., which a reference device will not have.
ffhhj
Also charger and cable? But that would make them antiecological.