In my opinion, XBMC is not a competitor, but more like the gold standard. Everyone wants to be like XBMC. In my search for a media player/Streamer, I started with the WD Live, but was disappointed with the GUI. Like the rest of the settop media players out there at the time, the GUI looked like it was designed by... well... developers. Functional and useable but UUUGGGLLY!
In my search for a better player, all the reviews I was reading kept comparing the devices' GUI to XBMC's. It was at that point that I decided that rather than try and find a settop box that was close to XBMC, I would just go with XBMC!
In the immortal words of Morpheus:
Best decision I ever made. Once you go XBMC, there ain't no going back!