We should not forget what their ultimate goal is, and it is to make money. Ouya is calling for indies to do the buzz. But it's basically just another platform that aim to put taxes on games sells, just like steam, xblive, facebook, etc.
And it seems obvious to me the reason why they don't want everybody/anybody to have their game ready for the launch. I would do the same to avoid having a game culture medium like the android market swamp.
Reminds me this : http://www.lostgarden.com/2011/03/gdc-2011-game-of-platform-power.html