Why so many photostream competitors?

Putting aside the whole AcerCloud debacle I don't understand why we are seeing so many new photostream services at CES from OEM's. So far Acer, Samsung, and Sony have all announced new cloud-based photo products.

I can somewhat understand Sony doing a service that links up with the PS3, but I don't see why every other OEM needs their own cloud services. They don't provide the software, so shouldn't it be Google or Microsoft's responsibility to bring these features (which they already have?). I feel like the only reason we're seeing this is because Apple released iCloud and now the OEM's think they need to have something showy like that for their products. It's ridiculous.