I think this may just be a novel way to sell a dev board for their custom silicon and get some of that heavy kickstarter press coverage.
If you figure that what they're really trying to do is get people familiar with it and see how well it might augment one of their existing ARM products it starts to make a lot of sense.
For instance I have a low end 4 bay arm based nas. It's insanely modest specs (1.6ghz single core + 512MB ram) actually are quite sufficient for most nas tasks. But it's really more like a home server platform as they have all sorts of addons that include things like CCTV archiving, DVR, ip pbx - you get the picture. But if you really start treating it like a general purpose server you quickly realize that some common workloads perform horribly on that arm core and it's frustrating.
It can easily push 800mbps or so with nfs smb or cifs, but if you want to rsync+ssh you're looking at less than a 10th of that because of the various fp needs of that chain. Native rsync with no ssh/no compression does somewhat better but still poorly due to its heavy use of cryptographic hash functions for delta transfers.
There are plenty of other examples - file system compression, repairing multipart files with par2 (kind of like raid for file sets). Face detection, file integrity hashing) And if it could do on the fly video transcoding (don't even think about it) it could happily replace another full system i have running plex server.
There's probably a lot of devices that the designers default to arm but have to skip features that are heavy fp. If somebody in the firm has played around with a chip you can just drop in and not change your soc or toolchain that starts sounding pretty good i'd guess - and likely still far cheaper than an atom soc.