@Purple:
*Bravia Smart TVs. Manufactured by Sony, so in the end, Sony still gets a product placed in your house.
Iunno anything for specific tablets, but I doubt most people want to play a full PS3 game on a tablet all the time either.
Did they specifically say it'd only work on Sony brand Smart TVs and tablets? That'd be really odd, especially considering there's nothing about Sony's TVs and tablets that allows it to do things other brands can't, so it'd just be them locking it to their own hardware. That's nothing new, but in the market of TVs and tablets I'd find it very odd, especially as Now is a subscription based service and having it available on other brands will bring them money.
A 360/Xbone only player who happens to also have a let's say Samsung brand smart TV would probably subscribe to Now if their TV supported it and it worked well as it'd allow them to play the games they can't play but want to as they don't own the native hardware. By having it be a service that can stream to anything like Netflix they really only stand to gain, especially as they're primilary focusing on older catalogues of titles so it won't be cutting sales of PS4s and PS4 software.