Intel keeps doing this, pricing their products as if they can charge a ton just because something has "Intel" printed on the box. They want to be Apple, but I think at least for these kinds of specialty products (also for example like the NUC or the Minnowboard or whatever that thing was called), their target demographic isn't the same kind of person as an Apple customer. At least, there's no way I would spend $200 on something that is only slightly more powerful than a RPi. I feel like they keep pricing themselves out of the market with these kinds of devices.
... also their naming schemes are really annoying. There are almost identical chips sold as a "Pentium", "Celeron", "Xeon", "Core"... with random features turned on (or disabled). Now we get " Atom X".
I can totally understand how it serves Intel to squeeze the most out of corporate buyers, and also it allows one to get a bargain from time to time... But I think in general it's just confusing and annoying.