What they should do is develop a framework that works with HTML5-based games. Allowing you to customize the button sequence with a controller they make. It'd make more sense from a business perspective. There's already a battle over which consoles to port games for by developers. This way, they'd stay out of an already competitive market and be picking up games to promote which are already being pushed to the PC and browser-based game market.
For instance, Runescape is getting a HTML5 release and Jagex is already making a controller to work with the game. There's already a DOOM 3 HTML5 game port and QUAKE. The last two are done and documented in google's code section of their knowledgebase. There's a lot of other MMORPGs looking to do the same.
Cut out the elephant in the room when you're entering markets, just go straight to what matters. The controller and the content distribution. Don't even deal with what is just another interface you have to have a consumer buy and developers to work around to sell their content.