I enjoy seeing all the new ASUS hardware but I’ve never had luck with their service department. For the past decade, any time I’ve dealt with them it has been a less-than-satisfying experience
Asus also has a similar line. Just they carry and market this line of products in limited countries only.
It is also not that odd to see Asus grabbing the Intel NUC business. Intel NUCs have been contract manufactured by Pegatron, the OEM manufacturing spin-off of the original ASUSTeK Computer Inc., whose majority shareholder is still ASUSTek.