Image Credit: LG Nilsson (via Videocardz)
In this case, it looks like Colorful, the Chinese PC hardware manufacturer, integrated the required components from a GTX 1070 directly onto a motherboard’s PCB. While the rumor mill has had GP104 coming in mobile form-factors for a few months now. So it’s possible that this draws from some laptop initiatives.
As Videocardz pointed out, this is not an ATX-standard board, so it’s possible that Colorful is planning on getting into (or supporting someone getting into) small form factor desktops or is building hardware for all-in-one PCs.