They could pivot into being an OEM. Marketing doesn't seem to be their strength, it only got a bit better recently after they outsourced their branding to a bigger agency.

I suspect that they spend a lot for content, because growing organically is almost impossible if you target entertainment with an rumored $2k price point. Nobody would buy that if the're only a few apps, even if they're unlinke anything else.

Then, as the next step they'd need to provide a good developer experience. Needing a PC for a device that aspires to disrupt the industry and replace other devices, won't cut it. It would need to run on the device.