And destroy their entire business model? I doubt it.
I had the same reaction, at first, but that might not be the case. Not necessarily at least. If I were an OEM, I would be wary of W8 tablets getting the same lukewarm welcome that WP7 got: there's little to be gained by getting the largest slice of the pie when the pie is ridiculously small.
MS spearheading the effort of establishing a presence in the market segment (or in a loosely related one, like that of eReaders) might end up making life easier for OEMs, despite the fact that they end up with a much smaller share. Except that the pie might then be large enough.
And with this I exceeded my yearly quota for speculation...