Good way to get your foot in the door.
I can see telcos buying these boxes to replace existing proprietary ones. I can't imagine anywhere is using x86 for this kind of workload as it is suited to dedicated workloads. Buyers will have to weigh the potential extra costs of patching and deploying software themselves against any savings and independence from suppliers.
Intel doesn't need to worry, yet because it's not in those markets. But, of course, if the boxes turn out to deliver the right performance with low power draw and at an acceptable price then there will be appetite for more and it will presumably be easy enough to plugin whichever modules are required whether its multimedia or cryptography. At some point someone will try them as file or web servers.