And here's the thing, I guarntee that for Apple or Intel it would be super easy to create such a card. They could easily create one called "T-Zap" or any other thing to denote that it was DATA only and people would scoop it up.
It is this desire to be 100% in control that has held back TB. I hope some of those clever Chinese flood the market with $5 TB knockoff chips. I have been reading up over at "eGPU DIY" and the more in tune over there completely agree that the stratospheric price for TB stuff is 100% artificial and just a money grab by the parties in control.
Someone with more dollars than sense and some spare time should buy an Asus and HP card and play around.
I don't think the video is a big deal. Like the HP card, you can simply route DisplayPort into the card.
The problem I have heard with data is that the CPU needs some idea that their are a tree of PCI-E devices on the other end of the Thunderbolt card, and older CPUs don't really do that. That's why the HP Thunderbolt card has an additional header. If you could just stick Thunderbolt on any ol' PCI bus you wouldn't need the additional data.