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Looks like average user can't take any of these cards, even for reasonable price. Too sad :(
You just need to come up with a great idea.
What we are talking about here is boards given away for free to aid projects which add significant value to the platforms - or as the basis of new products around the board or chips they're based on.
What we don't want to do is run a free for all so anyone who can type a 40-word summary can save $799 on a complete system. We had much the same requirements for the ODW Program at SNDF Frankfurt in 2004 - everyone had to fill out a paper form justifying their project to get the free ODW (after the free tutorial/seminar on AltiVec and Linux and the benefits of the PowerPC architecture, and the free meal, and the free booze :)
The requirements are strict because, for the very first approvals, they won't be getting Efika, they will be getting Freescale development boards with our firmware, which will be configured close to the final product as possible. These are EXPENSIVE, and potentially hard to work with! They can be used to get head starts on OS ports (BSD and the like) or start work on drivers.
When real hardware arrives we can do another round of approvals (and do swaps on the development boards) and take the requirements a little lower - if an OS port is done, you can engineer a project around it. This gives more options for project developers and more scope for ideas.
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In any case I hope that these systems will be available for more wider audience than for hardcore developers in the nearest future :)
Yes, they will be on the store for everyone to buy, whether you have a good idea or not.