I love this! And while it's well suited to the person (embedded engineer), it could be realigned to someone else by changing the tagline. For example, "This card runs vim!" for developers, or "This card runs Linux containers!" for devops, etc.
It is a gimmick, the value is that he designed it himself and no one else does it. If you just buy a computer card and install your own software, it is just a really impractical waste of resources.