"consumers in the 11-24 demographic will find it aesthetically pleasing"
Interesting comment in the article. I believe the design in more mature than that. Fairly minimalist, no multicolor LEDs, space efficient. I'm twice that age and like to build gaming pc's and this one is an interesting alternative to standard designs.
The lack of dual channel memory and a few other missteps make it less than ideal but I believe there is a market for this form factor.