Price Speculation on Project Shield

So I was just doing some pondering about the project. According to The Verge it's coming out in Q2. If i'm not mistaken, E3 is early part of Q3. The new Xbox and Playstation consoles are projected to be unveiled and then be sold to consumers in Q4. Both consoles are also rumored to be powered by ATI. Have you caught on yet? Is there a better way to disrupt the gaming industry by launching subpar $300 price range before E3? They could make an abundant amount of buzz before and during E3 if they can pull this off. Seriously, Nvidia you have one chance and the perfect timing right now. You mess this up, you mess up your future cash cow.