Cantrill has always said it's for people who want Facebook class on-premise infrastructure but don't have a $900B market cap and a hundred engineers designing and building custom boxes.
Can definitely see it for a company size of Dropbox, big enough to already be working with ODMs, big enough to be sensitive to the kind of headaches you get from a heterogeneous fleet of ILOM processors designed by deranged engineers.
Dropbox is big enough that they could just acquire Oxide now before they even get to market. That might even be the plan all along. I can't imagine there are more than like a dozen companies that are their target market, i.e. big enough to need Facebook-level datacenters but not big enough (yet) to have that engineering team.
Oh, and open firmware.