I disagree that this will become a winner. No one wants to play crappy games on their TV, and Amazon can't become a winner with the small population of people who do.
Amazon in theory is looking for more than just crappy games. They grabbed Double Helix and I have to assume that was part of this initiative, and they've recently released several well regarded games in Killer Instinct and Strider.
Wrong audience, this is everything my Roku is but better. Better UI, better performance. Plus apps and maybe some games with a real controller. It is everything an OUYA is but better. And miracast support too.