I'm predicting Valve will win this generation outright...
If they can release a few different tiered pc's all 'Steam' ready at startup and a friendly size for the living room, possibly look like consoles. They win.
Surely they'd need to:
- Add Linux support to all, if not the majority of their games
- Add local multiplayer to most games, Call of Duty notably
- Full Controller support (With Mouse/Keyboard support too)
But if they keep their moddability then they are sure to win.
Look at how much attention OUYA got for that and that's just Android...
Their already going down that route anyway with the current rumours on hardware plans and their big picture mode.