Naughty, naughty, nVidia helping out Cell. I thought I defeated that monster
Seriously though, for them it's arguably a good business move...expanding into new markets. As long as they can keep up with the demand... It's a strategy many Japanese companies have been engaged in for some time. For instance a company (Mitsubishi) which makes cars, can also make electronics and products in other industries altogether. They've arguably taken this to a degree nVidia has not thus far.
Will Microsoft be able to find a kamikaze employee willing to test embedded Windows NT in his or her pacemaker? That's one of the key issues that arise from a leaked announcement today. To be fair, Microsoft hasn't asked for kamikaze volunteers yet. But it is trying to suggest that Windows CE is for embedded operating systems in consumer devices, while devices for grown-ups require NT.
...Integrated Systems Inc have been making embedded operating systems such as pSOSystem and pOSEK for around 20 years, and the company has some 35 million installed, including in pacemakers, lottery terminals, set-top boxes, lottery terminals, and petrol pumps...