Have to agree, I really can't picture the target audience of the device.
I'd be tempted to say that the main audience for that console is hackers/developers.
That's how I felt it already during the kickstarter phase.
It seemed to me the most enthusiastic reaction came from people who were like "it's a console for indies, let me make game for console and live my dream".
At least, as far as devkits went, that was the targeted audience and I dare to think it was quite successful on that point.