I personally wouldn't say the Xbox 360 is selling like hotcakes. Certainly not in EU and definitely not in Japan.
Sega never left the coin-op industry either, but they did make a lot of mistakes which meant that had to drop out of making console hardware and concentrate on a software-only approach.
I'd love to see DiscreetFX do something with the company (if they get it) but if it's an attempt to create new (i.e. non classic Amiga) HW/SF then I'm afraid I'm not really interested - but that doesn't mean some people won't be, be it in small numbers.