Reading the press release it sounds almost like the original A1 prototype - basically a computer in its own right with a connector for an A1200... Very interesting way of doing things :-)
Is it real? Don't know, given the Shark I am somewhat dubious about it, but for the moment I'm prepaired to give them the benefit of doubt.
If it is produced, I can see the interest in it reaching far outside the Amiga community - because there is a lot of interest in the Coldfire archatecture, and dev boards are hidously expensive.