This is the beginning of the scrambling by big companies to get a piece of the linux hardware market. Many large players missed the boat - and now with the success of the iPhone, and the upcoming Google phone (OpenMoko being a shadow of what the google phone could become) hardware players are getting nervous that they've ignored something significant. In some cases, they've ignored it perhaps because the big players in the Cell industry have told them to stay away.
Meanwhile, Linux/ARM-based devices have been quietly improving and projects like DD-WRT,
NSLU2-Linux, FreeNAS, and other embedded hardware projects are gaining popularity among hobbyists - all the big players are taking notice and want in on the action.
Since Linksys released the WRT54GS with linux internals, the game has changed. Folks want to tweak their hardware to extend its capabilities and Intel needs tools and expertise to play in this sector.