[mads]

Isn't this just another reference device?

[meepmorp]

Apparently the assembly and distribution is handled by Asus, and it's intended to be sold to real people.

The article suggests they're looking to build out a fanbase for Qualcomm's products, like with AMD/Intel. There may be more direct to end user products coming.

[achow]

They are bundling accessories - ear buds etc., which a reference device will not have.

[ffhhj]

Also charger and cable? But that would make them antiecological.