This presentation by Dirk Hohndel from Intel is about a class of new devices now ready for the mass market. We have lots of proprietary ways of doing the software, but to drive innovation and participation, a truly open source approach is the best way to go.
Mark's notion of designing for plugins, making platforms very open (like Mozilla FireFox) is apropos of this discussion.
Moblin 2 (Fedora... Gnome) will be an open stack, i.e. no lock in -- too bad no build platform ready yet (four weeks?). The hope is the community will take ownership and move this project forward, per R0ml's "exceptional software" platform (see below).