This is the kind of thing I've been watching unfold with some home "NAS" boxes over the past couple of years. It started much earlier but it's started to become more of a differentiating factor in some of the lines lately because the NAS side of things is basically entirely a solved problem for 99% of people, so the manufacturers (Synology, QNAP, Terramaster, U-Green, etc.) have been adding support for doing what looks a lot like turn-key installation of things like NextCloud, Plex, and a bunch of other services that the self-hosting community has been talking about for years.

I think one of the big drivers of it has been the serious increase in performance and capability of the low power embedded processors from Intel and AMD (and in the last year or so some ARM based ones), like supporting more than 2GB of ram and having multiple cores that can meaningfully do work even with a 15W TDP.