Console like experience meaning easier to code, better optimized software. If you had the PC equivalent to an XBox you wouldn't be able to play Modern Warfare 2 anywhere near smooth or decent looking. However, with a single set of hardware to code for its so mind numbingly optimized that its visually ok and very playable. Their hoping Sandy Bridge, and the advent of the CPU/GPU combined chip can bring that sort of convenience of optimization to the PC platform.
BTW - for all those that say they don't want that to happen, that'll in turn bring far better coding, optimization, numbers of releases to the PC. It'll also pump tons of R&D into the CPU/GPU combination chips if they can make them powerful enough to play in actual 1080p with DX11 and maxed settings due to optimization you know damn well you'd be purchasing one.