The advantage of the Arduino (And all the other small microprocessors like the attiny,atmega, pic etc) is that you can play with simple circuits using a breadboard and then even at hobby level create a standalone pcb to make various projects (Just search instructables, hack a day, google for atmega,attiny,pic etc) . Looking at the back of this "Arduino Killer" shows that this is not going compete unless you have some fairly serious hardware to create double sided PCB's and be able to mount BGA chips and be able to source the chips for $2-3 a time. (looking through the linked site I can't even see if you can buy the main processor standalone, the cheapest board the FEZ Mini is $39 a pop, and seems to get a button / LDR component confused?!) This is just a toy, for creating one project at a time, that does have some nice,but hellish expensive, modules to plug into it and nothing more.

this might of been it ? ascii-wm.net