How much research have you done on the Ataribox? I decided to indulge, its been a while since I brushed up on the history of Atari. Ataribox is apparently being driven by the people that own the Atari brand and assets. Despite many years of turmoil and failed business surely owning all of Atari's assets puts this company at a slight advantage over the ones that have come before it with console offshoots. If all it is, is a legal Atari emulator with "a large back-catalog of Atari classic games"[1] then I can't see how you can reasonably compare it to other brand new console startups without a rich history in the game industry and highly valuable assets.
1. https://atari.com/news/atari-reveals-more-details-about-atar...