Maybe a little off topic, but last time I saw a Maserati their display/entertainment was mostly by Chrysler. A small, boutique audio company trying to do custom computers and software could easily drown as their resources get consumed in the digital streaming part of the work.
I mean, just how custom do we want the hardware to be? Are you going to insist they write their own coding language, real time OS and streaming services interfaces when, on the right platform, all this code is available on download?
Do they have to make their own CPU's and motherboards? That is a hell of an organization that can get down to that level in the weeds.
I think we shouldn't focus too much on uniqueness so much as value.