Depends on the market.
I suspect most people who would buy the Iyonix understand the platform enough to know what they are paying for.
If Castle is aiming at Joe Public, then the price point to system spec ratio will never attract them as there expectations have been influenced by x86 PC specs.
Indeed it would look as though they are getting less but paying more.
The MS/Intel relationships is a good indicator as Intel and Microsofts core business will be based around XP and x86 processors, with increasing focus on mobile devices slowly changing that.
However in the short term I suspect they will need to maintain a viable, backwards compatible chip architecture. Moving to ARM powered technology for desktop machines would be an expensive proposition, not only for the chip maker and MS, but for other companies offering preipherals. Not to mention probelms with legacy support.
I think to be honest that Castle have it right, they have a proven system spec with a good customer base. Future chip upgrades will depend heavily on the production of a chip that 'fits the bill', intel at present don't seem to be moving in this direction with ARM cores.