Well, that's the thing, though -- trying to attract users to a "real device" means, ultimately, going through all of the rigamarole of getting a real device designed and manufactured, which (in the current environment) requires a significant amount of up-front capital as well as some sort of continuing income from the users in order to end up with a profit. In short, it means doing exactly what Apple / Google do. Which is, honestly, not very disruptive...

(So yeah, I'm arguing to short-circuit the whole process, and instead sell the OS directly to the user. Let the user himself select a piece of hardware for it.)