The claim of $100K for the entire system is not credible. A petabyte using the very cheapest commodity drives would cost approximately $85K, and that's just the storage. Unless Intel literally gives them 500 Atom processors for free, plus they get great deals on everything from that storage to memory and power supplies, plus they sell the thing for zero profit, $100K isn't achievable. My guess is that the reporter got things wrong, quoting a price for one system and a capability for another. Either that, or they're just snake-oil salesmen. Personally I think Smooth Stone - also linked from TFA - has a much more credible story.
Disclosure: I used to work for SiCortex, which was in a similar space. As far as I know there's no relationship (positive or negative) to either of these other companies, but I figured I'd mention it anyway.