I really don't see who this is marketed for. Console gamers have most likely already chosen either the PS4, One, or Wii U. Casual gamers will probably stick to phones, tablets, handhelds, with a few jumping to the lower priced consoles. And diehard PC gamers have probably already upgraded to the components listed, but at a cheaper cost.
Which brings me to cost. How much are these things going to be going for? $600 for the entry price? If they want to compete with the PS4 on power, without the chip customization and programming optimization, it seems possible. Especially with Valve and the manufacturers wanting a cut of the profit. Let's be honest, neither are going to break even or take a loss on the HW, as the console manufacturers do. I also doubt they going to just start off buying millions and millions of parts in bulk. Not when they don't know how these things will sell, how many different versions there will be, and which will turn out to be the most popular set up.
I just don't see these selling too well. At most, I think they'll be lucky to even get a 1/4 of the PS4's sales.