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reading the post and comments it seems like there registering the serial numbers against a contact address for the Dreamcasts out there.

If this is true then they must have at least a potential project in the pipeline as if this would seem to be a feasability study of sorts where the number of responses would give them an indiciation of how many people out there have a dreamcast and would be interested as well as allowing them to be contacted somewhere down the line if the project progresses.