I think they could be a decent provider for SOHO options... such as the space filled by Synology on the lower end. It's pretty competitive on cost, but Apple could really play it in concert with their wifi/airplay solutions etc. Like a home-base for SOHO.

Then again, the more I think on it, the worse an idea it is. Too locked-in and out for being able to run the likes of Jellyfin, etc. It could be a good option for a "Server" mac.. but would still make more sense for it to run Linux as a base.