[LarryMade2]

1) It's "Intel"! 2) School boards buy into brand names "Kids should lean on Intel boards because they will be using Intel machines when they join the workforce" 3) the ad kinda reads like "Intel is finally legitimizing the Arduino and maker movement."

Administrators and PHBs (who BTW may hold Intel stock) are influenced by such things.

[cja23]

Bingo. In other words, HN readers, serious electronics hobbyists, anyone with even a little hardware savvy: these are not the target market. Intel is betting that they can steal/grow some significant piece of this market share based on their brand alone, and they are probably right.