the older green boards from IT where just simply run on 12v/5v/-5v/-12v which could easily be supplied from the jamma harness via a simple switching supply...not much modification to install them was needed.
once they switched to the red boards, they required 3.3 volts and some higher amp 5 volt to supply things... that required a beefier supply, so ATX was the way to go since a special high amperage switching supply would far out cost a simple ATX power supply.