I think it's the convenience factor, not the guts, that has led to their existing success and will determine their future. There are dozens of $100 Android devices I could buy today that plug into my TV. I haven't because of the varied success rates of the existing and future software I want to run. I'm buying OUYA for the software architecture that gives me an easy to use interface, a marketplace of games I know that will run, and a community. They could easily brand a TV set (or phone, tablet, A/V receiver, clothes dryer) as "OUYA compliant (yes, this is starting to sound like Steam), and sell the software and a controller for $60 as an add on to the TV and make a killing. If consumers show they will invest in the platform, developers will line up to do to the same. I think the long term success of this, regardless of most other factors, will be based on how they continue to grow the platform because if they don't, as arcticdog suggested, someone will come along and do that better.