I think the idea behind SourceLabs is an excellent one which will eventually allow them to reap a lionshare of the profits generated by open source movement.
DeviceWise is a similarly innovative idea that I thought about some time ago. Instead of each hardware companies writing their own software, DeviceWise writes software for peripheral hardware companies.
By specializing in producing quality software, there is a good chance a company like DeviceWise can play a dominant role in the peripheral hardware market like the way Microsoft plays in the software market. Why? Because hardware companies write shitty software. Over time, such a company can cultivate a brand that customers will want on hardware boxes. The downside is that the company could end up being just another contract programming shop.
I would have started up DeviceWise if I didn't hate writing firmware and device drivers. It's a mindbogglingly boring yet troublesome job. When I did it ages ago, I wasted half of my time dealing with faulty hardware or arguing with hardware engineers. Ever tried to debug software running on hastily soldiered together circuits? Urgh.