If you really just need something that comes with a case and power supply, might already have wifi, and has a few USB2 ports to plug things into, these are great options.
The target audience is basically 'person who wants ARM64 PCI Express development board', and even there, some of the PCI Express implementation on the Pi's BCM2711 is... weird. Therefore some devices have had a hard time getting drivers going on the Pi (case in point: graphics cards and Coral TPUs I've tested). I plan on testing Radxa's CM3 and Pine64's SOQuartz too.
I think some people still want a cheap(ish) CM4 motherboard that just has one x16 slot, front panel headers, and maybe a 24-pin ATX power supply connector. I think that could be made for under $100 and would also solve a lot of needs for debugging purposes.
The cost is too high because it's a niche product, of course, but such a board would be able to replace my home router/server quite capably with a good WiFi antenna and some ethernet ports.
Around this price point there are already ARM boards (and passively cooled x86 machines) available much better suited to this kind of use case, like the Honeycomb LX2K.