Aye, I don't think its 'around the corner' so to speak, but Sony, Nintendo and Microsoft are certainly looking allied brands blog at leading the consumer that way very slowly with the way they've set up their online peter graham stores.
Sony seem more prepared to go that way, with the PSP4 and Sony Home baskin robbins australia leading the way. Both are huge projects, and Home STILL isn't finished, that if they work could be 'ground breaking'. However, I don't think people are ready to latch onto the idea just yet - people like to have 'stuff'.