We don't often report on startups without a physical product to their name, but when you've got sponsors like Ouya does, it's hard not to pay attention. According to a posting on AngelList, Ouya has recruited the talents of Yves Behar to build a $99 Android game console that you can connect to a TV, with a high-concept developer ecosystem that's as free as can be. Any developer will be able to publish games, claims the listing, and all games will be free to play. Even the underlying hardware is "built to be hacked" — every customer who buys a retail box will get a dev kit in the bargain, the site claims.

As we alluded to earlier, though, it's not just Jawbone Jambox and One Laptop Per Child designer Yves Behar who's on board. The project's advisors also include Ed Fries of Xbox fame, Amol Sarva of Peek, Peter Pham of Color, and counts Julie Uhrman of IGN as its founder and CEO. There's also a gentleman named Muffi Ghadiali, who appears to be leaving Amazon's Lab126 where he helped ship Kindle. At $99, the Ouya would be playing in the same space as Google TV boxes like Vizio's Co-Star, but we're eager to see what games Ouya might attract. We're on the lookout for more details and hope to have them for you soon.