Certainly much better than Intel's alternative, but still 2x overpriced.
Well, looking at it, it is expensive, but it does offer improvements over what you can usually get in the ARM department - the Ethernet appears to be Gigabit (I have the Wandboard which is actually "only" 480 MBit/s), with Coreboot and Linux (which you can choose nearly freely because of the x86 processor) so it is highly customizable and AMD graphics which is about 1000% better than anything you should be able to get in the ARM department now - drivers that work for every kernel when using the radeon driver. It also offers 2 USB ports and SATA without an expansion. It surely has its downsides - I'd mainly say lack of a digital video connection. All in all it is not cheap, but you buy a lot of comfort and flexibility compared to the tailored distributions you get for ARM nowadays where you can be glad if you get kernel updates, depending on your device.
A mini-itx-board is something else entirely. This one offers, for example, JTAG, so the audiences are completely different, and the one for a device like the gizmosphere is much smaller, so prices are naturally higher.
Smaller runs can only explain a part of it. The cost of a JTAG chip in single quantities is around 10$ on aliexpress. Some GPIO traces - a few cents.
I didn't mean the actual cost of the JTAG chip, more that there are few people who actually need an x86 development board so the run is smaller. I bought (or got bought by my university) a weaker dev board (the one I'm talking about was by Atmel, awesome stuff) that actually cost more. Yes, it was about 3 years ago, but a development board is always more expensive than consumer stuff when you compare their core components.
I am certainly not in the audience for this thing - not developing hardware - but I can definitely see the use, and the price is in range of most budgets.