This will never come to fruitation.
All this is, is an attempt to get media.
Right now, Microsoft is getting media and press by talking about the 360 and throwing props to Nintendo. This makes Microsoft seem like a pretty descent company, and MS feels Nintendo really isn't competition this round anyway.
Nintendo is getting press from Microsoft and small little Wii announcements that everyone is eating up because the press believes the Wii truly is Nintendo's second coming.
This leaves Sony with nothing. No news, no announcements, no game information. And to top it off, most people believe the PS3 E3 showing was bland and completely uneventful. This is bad, bad news for Sony.
So, why not announce big statements that try and talk your system even to bigger, badder, more awesome system than the rest. Surely only your system is a strong capable computer. Only your system can Linux properly. Only your system could be considered a computer. Only your system is veratile enough to be customizable internally for some unexplained reason.
This is really a sad attempt at press coverage and it isn't working...and actually confusing the people that are paying attention.