The tack they are taking is to define any computer that does "one specific thing" as an embedded device and ask you for $300+ per "device", plus some other lofty fees. (http://www.oracle.com/us/corporate/pricing/price-lists/java-...)
So, if you're using Java in a kiosk, ATM, media player, etc, they may be coming for you.
My guess is that this just spawns a mass migration to OpenJDK, but perhaps they trap enough Java shops that it's worth the effort?