Either they’re scared of competing with new intel NUC SOCs built on their 18A process, or this confirms their buyout of Intel is happening, and they’re preparing to exit from the laptop/SFF space.
Sort of, maybe. Intel will launch new hardware demonstrators as product lines for consumers, with the goal of pushing their OEM customers to create similar product lines i.e. USFF PCs.
They do this with laptops, and a bunch of other stuff. They'd rather not be in the retail hardware business, but they also realize that PC OEMs operate on slim margins, and as such are not the most creative risk takers.
So it's in Intel's interest to periodically launch new consumer lines to (hopefully) prove there's a market to be had, with whatever new product type of they're launching. Powered by Intel of course.