On the other hand, IF they become one of the early adopters of SOUL it could open a whole new market for them. No hobby producer/consumer can afford their current systems.
If there is a wide software support, there will also be a high demand for hardware. In a way like you buy NVidia/AMD GPUs for Games to increase you graphic powers, users could buy SPUs (Sound Processing Unit?) to increase their audio power 
They have the experience, so I think it would be possible to add SOUL support to existing platforms, or not? 