What if the "Big Three" wasn't just three anymore?

By the big three, I mean Microsoft, Nintendo & Sony. The three champions of the gaming industry. But what if companies like Apple, Samsung, Google, Asus, etc (our average tech companies that manufacture out smartphones and PCs) started blowing up the console industry with new entries? Sure, we have the Ouya (There's a rumored Ouya 2.0, 2014!) and the upcoming Steam Box (Let's not forget Xbox One & PS4! Will Nintendo release a new console following the fantastic but poorly selling Wii U?), but that's not much. So yeah, what's your thoughts? Would it be great or would it just cause the companies to lose millions of dollars in hardware & software that consumers will find no-good?