Personally I wonder if Atmel have the production capacity to support it* if it really takes off.
I mean I am an Arduino user, but I bet this decision had more to do with ideology then engineering practicality.
* At least it is based off the Arduino MEGA and so doesn't use the DIP versions which are nearly always out of stock. Every major Arduino board maker has a non-DIP version these days, besides that being slightly against the user friendliness of Arduino, because of the supply problems for DIP ATMega168/328.