I don't understand why people even want a kit at all. The assembled version is already ridiculously cheap due to high volume. There's tons of surface mount parts that would be annoying to even package for people. Why ruin a perfectly good small form factor to make it a little easier for a few people who want to solder it themselves? Also, it would take you hours of your own time assembling it. Why don't people design their own hardware instead?
The much bigger problem is the lack of documentation on accessing the GPU (which is a more modern design and pretty powerful compared to the older ARM CPU core they're using)
Another issue is that it is very hard to debug an assembled board. If one of the pads on the BGA doesn't make contact it's nearly impossible to diagnose. A power to ground short would be very difficult to locate. They can't use their automated test jig to sort out defective parts or errors in assembly, etc. And then the manufacturer will be prompting tons of support requests by people. It really isn't worth the effort.
Obviously power consumption is important but performance is also very important. An Atom is an extremely cheap CPU that doesn't deserve to go in a $1000 laptop, like I said. Otherwise you can take the argument to silliness by asking why Apple didn't go with ARM or something.
I've found that Macbooks are pretty comparable in price to a Windows laptop now, at least the Airs (since we're on that topic). Nothing out there matches a Macbook Air in price, considering that the Air comes with an SSD and a Sandy Bridge CPU.
"More software projects have gone awry for lack of calendar time than for all other causes combined." -- Fred Brooks, Jr., _The Mythical Man Month_