All parts are standard, licensed from elsewhere, as is the entire design. Unlike Apple, it doesn't even have a case design of its own. The only thing that makes a difference is the software.
What's wrong with that? Aren't standards a good thing? So, Apple Mac's have a nice case. Looks may be important to some computer buyers but not me.
As a user would I want another custom Amiga audio/ video chipset? No, thanks. The SB Live and AGP ATI video cards are fine for me.
Would I want a custom keyboard, mouse, floppy drive controller? No, thanks.
The fact that the AmigaOS is moving to a standards based motherboard that can be fitted with common parts IMO is a good thing.
Should the AmigaONE design be similar to the Amiga classics that used proprietary system boards, cases, power supplies, chipsets, floppy drives, expansion slots, keyboards, mice, monitors, memory, etc...?