A portable game console from VIA?

Details are sketchy right now, but we're hearing that VIA Technologies is going to unveil a portable game console of their own at this week's E3 video game show. Introducing a new handheld gamer when your name isn't Nintendo or Sega is a tough prospect even during the best of times (just ask Nokia or Tapwave about it), but to try and launch it the same week as Sony's PlayStation Portable or Nintendo's DS is crazy. On the other hand, VIA's portable console is supposed to play PC games (albeit older ones), so the library of games is there, assuming there is some means for transferring games from a PC, that is.

By the way, VIA's chips were originally supposed to power the ApeXtreme PC gaming console from Apex that is coming out soon, but they were unceremoniously dropped a couple of months ago in favor of AMD.