They have to walk a very fine line here though. If they push their own hardware too hard they risk driving the other vendors into the arms of Microsoft. If they

They have to walk a very fine line here though. If they push their own hardware too hard they risk driving the other vendors into the arms of Microsoft. If they're too timid then the current excesses of the vendors go unchecked. Personally I think they're going to have to bite the bullet and become a real consumer electronics company but that's going to be a very painful transition.