Misleading headline... these PCs aren't Mac clones, even though they use the fully-integrated-in-the-monitor approach. Apple isn't the only one to do that though.

I didn't like the other headlines either, saying it's iMac's rival. You are right though.

And true that this is not unique even in the PC world. What's exciting about this story is the prospective price and the fact that there's at least one decent, innovative PC manufacturer not under Microsoft's control.

Right, because we all know how well iMac lookalikes sell.

I think that one of the major factors in the iMac selling well is that there is no cheaper box-only OS X offering* to canabalise it's sales.

*Excluding the mini, which is too far below to really be a direct iMac competitor.