I'll throw in my opinion on this as I'm part of the group these guys are marketing to. I'm a huge proponent of silent / quiet (pure silence is a bit overkill) computing solutions in the living room because when your using an expensive high quality sound system, ambient noise and immersion matters. To this end I've been recommending APU's and other low power solutions precisely because the low power in = low thermal energy that needs to be dissipated = less total airflow required. Also since we're talking an actual living space, somewhere your expected to host company, style absolutely matters, it can't look like something that belongs in my lab.
After looking it over I have a few comments. Firstly is the size, It's about the same size as a high quality professional receiver. This can be a good and bad thing, good because it can fit inside standard stereo cabinets, bad because if you already have a receiver then this will stand out unless it's color matched, and even then maybe not. This is important because this isn't replacing a high quality receiver, it doesn't have anywhere near enough juice and the onboard DSP are going to have cross talk and other EMR disturbances from being so close to other high frequency bus's. So you will likely have to connect this device to the receiver, either using direct audio jacks, HDMI or SPDIFF. That's probably the only thing missing from this article, a proper review of the audio connection options in a real world configuration (receiver + 7.1 or 5.1 home theater configuration).
I'm also very interested in the graphics card, the closed loop cooler will do magic for the CPU's cooling requirement but that 50~75w of cooling is nothing compared to what that dGPU is going to need. It looks like it's using a half PCIe slot for the exhaust which is no where near enough surface area, your going to have to run the fan at higher RPMs to cool that card in prolonged sessions. This is my single biggest complaint in how we currently do dGPUs, the slot design was never intended to tackle high energy dissipation. Maybe a closed loop integrated cooling system that handles both dGPU and CPU.
Anyhow decent product, the styling is really nice. You can drop that in a living room and provided the colors don't clash with what you already have it will fit in and match a modern style. It is a bit big and clunky though, would be best if it was installed in a standard stereo stand or possibly a custom enclosure built into the environment.
To those thinking about why you want near-silence for "gaming" in your living room, it's because ambient fan noise really destroys immersion. It's one of those things you don't even notice or think about until you've experienced a quiet environment. You can really get into the zone, having a blast and just enjoying stuff. Environmental acoustic properties play a huge part in how you experience and enjoy something, and so little time is given to explaining that on enthusiast sites.