Alpha2
Heroic Autobot
Looking at information on the naomi boards that powered a lot of Sega's arcade games and later the Dreamcast, yes, most of their parts were off the shelf, but it still takes engineering smarts to get it to all work together well. Beyond that though Sega blew a lot of money back in the day which is why they quit hardware development for an all software existence and even THAT didnt help them because they eventually had to be bought out by Sammy. At this point I dont think they're as big as they used to be. For them to try and jump back into console waters with sharks like MS, Sony, and even Nintendo would be fool hearty and risks destroying what's left of them completely unless they manage some sort of massive partnership with someone else, they're better off just staying a Software house at this point.