This sounds like what Steve Jobs did with NeXT.
Step 1. NeXTstation - Make a really cool computer that defies the status quo.
Step 2. NeXT OS - When the computer doesn't sell, declare yourself a software company and
decouple the OS from the hardware.
Step 3. OpenStep - When the OS doesn't sell, call it a framework and make it run on other OSs.
Step 4. Mac OS X - Sell out, reinvent and rebrand the product.
Negroponte seems to be halfway through already.
Austin