Of course, it will soon enough run Linux like any PC. The smarter manufacturers might even adopt one of the established handheld Linux platforms for its OS platform of choice.

Look at the technology vendors and their role:

• Microsoft provides Windows XP. Lots of existing brand name and very little R&D costs to accomodate a mobile device.
• Intel is huge on developing low-power, mobile technology. It is nice to have licensees for this technology even though it is not yet ready for prime time. But if the money will keep flowing in, one day it may dominate the market.
• UMPC vendors. These will have to put it all together and somehow become more attractive to the consumer than all the other UMPC devices and their alternatives. It is them who have to deal with the press and the consumers directly. They are risking their brand name and finances in delivering and selling the actual device.