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Microsoft did something similar to this, called "Direct X", back in 1999 or so. That turned into a whole new Video Game console called the "Xbox", 'bet No one knows about that system...
With their "Yeti" console project in the News/Rumour mills and this Project Stream right here, I could see a legit 4th competitor in the Console War coming in.
This may seem like an easy win of the 9th gen if true, but then think of the "Xbox". It should have destroyed the market, but it failed to sell well in Japan and barely outsold the Nintendo Gamecube. So even if their "Yeti" comes into the 9th gen, don't expect it to sell alot. It's not like any console is going to sell 150 million copies... (I swear to god, PS5...)