Re: Too expensive
They do have one significant advantage: The WAF (Wife Acceptance Factor). It's the only kind of pc-style box permitted in the living room to power my media center (MythTV on Linux) - anything else was vetoed as too big/klunky/noisy/ugly.
For bonus points I replaced the minitower PC in the office at home with a second NUC. A bit pricey - sure, but much cheaper than an iMac.