McCain's effort will have little impact given the FCC is controlled by Democrats. But on a more practical level, if and when Congress, the FCC and the courts all support forcing cable companies to unbundle their programming so many years will have passed that no one will even remember what Intel's Web TV was.
I would think new rules would affect all equally. Also - I think the unintended consequence will be more costs passed to the consumer. However - if the consumer is happier with the product maybe that's okay. Anyway - INTC was planning on offering a "high end" service anyway. Not sure anyone can predict how this can affect Intel's success in that arena.