I don't think the same Joe Technophobe would buy the bare board to put behind his TV either. I think he would wait until it came in a case with a PSU, which was what they apparently were waiting for before they did the compliance testing. I don't think he would have more problems plugging in a shield with an LCD and some button, plug in the USB cable and load up a pre-made sketch than he would have with a Pi, where he would have to connect up a PSU, get XBMC onto it somehow and connect it up to the TV...