JackNaylorPE :
You nailed it, if you want the smallest possible machine and that instead of performance is your priority, you can meet that goal with a console or a laptop.
You're going from one extreme to the opposite one. If i was looking for a mini ITX build, I would be looking at Size/Performance ratio, and looking for a sweetspot
for my use scenario.
Therefore a console wouldn't fit the consideration, but neither would something that supports a full length video card AND a big air cooler at the same time.
I want a very small ITX case because I need to relocate often (I live in 2 different places, so I basically move once a week).
A laptop doesn't have what I'm looking for (either way too expensive, or not enough performance/cooling at the same price). I want a desktop PC I can fit in my backpack. Most of the builds I've been seeing also weight about the same as a powerful laptop, and can fit a half length 1070.
So I would be one of the potential customers of this specific cooler. With this cooler, I can also fit a K processor and OC it quite a bit.
If performance was the main priority, I would just go mATX or full sized tower. But it is not, size comes first, but performance is also there, just in a second place. In the third place, there is price.
Laptops are usually way too expensive compared to a small mini ITX build (same specs), and there are upgradeability concerns. Different enough to not fit the bill. I would be also paying for a battery, monitor and peripherals that I wouldn't use most of the time. I considered one, but I would have ended up paying about double the price of an ITX build.
Consoles are not to even be considered, they are such a completely different thing, it doesn't even deserve mentioning here. A PC is a lot more than a "Gaming Box", and even in the gaming department the differences are too big. It's like comparing a 3DS to an XBOX.
Also, I really don't think that "building difficulty" is important enough to even consider, especially when making a "niche" build. I'm going to spend a day or two building it, but years using it, after all. I understand that you might be concerned with it, when making lots of build for other people, but that's certainly not my case.
What I'm trying to say is that this is NOT meant to be a mainstream product. This is a niche product, and therefore you should look at the intended market when assesing the product.