You have projects like http://beagleboard.org/ (beagle xm $150 and $89 beagle bone), and http://leaflabs.com/devices/ ($45 maple), which are all ARM based devices, that have been around for a while. I just don't understand how these guys got it so cheap, which is why it seems like they just optimized the bom to get it to where it is. I'll hand it to them though, that is an impressive feat.