I think 'console competitor' is the wrong way to think about any of these new devices (including Ouya, Nvidia's Shield and GRID, Win 8 tablets, iOS stuff with Apple TV mirroring, various Android devices...). They're not aiming to own the living room because that is probably an outdated concept by now. They're just more options on an increasingly wide spectrum. There is plenty of room for business models other than world domination, although obviously not all of these will be successes (by their own terms or whatever your terms are...).