Since when is HTPC card important?
I have a 5350 which I got for $30 bucks with no fan which does the job (playing Blueray). To be honest my ONBOARD 690G did just fine as well, got 5350 for "shits and giggles"
Why should I spend $100 on this card?
A dedicated HTPC card is not going to be important to everyone with an HTPC. Many are going to be happy if their HTPC simply plays back a relatively decent picture and outputs stereo sound from their TV. However, there are those who are a bit more demanding and want some features and IQ that most onboard graphics and/or any old video card are not going to provide.
For one thing, many "enthusiasts" want a card with PAP for bitstreaming. Those who have dished out $1000, $2000, $5000, or much more for a nice surround sound system that can do True HD and DTS HD MA want actual HD sound. When they have put so much into their sound systems spending a little bit extra on a video card that can do lossless bitstreaming isn't really an issue.
For IQ, a dedicated card can provide better IQ than just about any IGP. Sure, you can get an i3 or i5 system that does PAP and outputs a picture, but the IQ is even worse than that of the 430 with the current NVIDIA drivers. I have little doubt that NVIDIA will fix the problems. Intel? Unlikely.
The important thing about the 430 is that there is finally a competitive alternative in the dedicated HTPC card niche. That's a good thing for those who are HTPC enthusiasts. In the months to come it should mean more reasonable prices from both the red and green team and, hopefully, it will force both sides to step it up in the driver department. Because when it comes down to the drivers for use in HTPC cards, both sides have their issues.