I have no idea if this is something different, or if these guys are the software half of Via's initiative, but... as that sentence suggests, Via just announced something similar in the past few months.
Basically a Phantom that works, or a '3DO'ish alternative to the XBox. (Wherein Via still gets a cut, MS still gets a cut, but users get a choice of vendors and developers can just write once to Win/x86.)
