I'm really curious to see how this will work, how it performs and what the cost will be.
Helix would need a full Xbox/Windows OS revamp on the software side, this can't be just a console version of the Xbox Full Screen Experience the ROG uses. While that kinda works, it's not completely streamlined and not that friendly to use.
It's also a really interesting time now... SteamOS/Steam Machine would be there direct competition. SteamOS "just works", and is completely gaming focused first. However, depending on the user - it could be confusing for the average normie when they want to install games from other libraries/launchers. This is where Project Helix may be the "easier" option... But also, that's where the cost would come into play. We assume the Steam Machine would be cheaper than Helix, but this is all way too early to tell.