Everyone is going to be their customer. I imagine this being a standard feature of all TVs in the future. Apple TV is a great idea, but I don't think it will evolve to be a huge market for game developers to target. Steam Box could possibly be 'the' platform on everyone's living room. That's what I read from the article: open platform for hw/sw, standardized specs, standard controller, great content delivery network and easy payment options.. Sounds like success.