I think the main goal is to sell you "apps" or "plugins" to replace expensive and/or vintage pedals.
I have a feeling most guitarists will still want the pedals, though. Computers don't seem well suited to mixing and patching. The pedal interface is just so intuitive, it is all visible at once, and has real buttons and knobs, all of which a touchscreen lacks. That said, I would not have believed common folks (ie., non geeks) would be using all these iphones and blackberries...
I wonder if there might be a market for a *programmable* pedal, though. You could program the pedal with a particular effect and/or add customize your settings for it, then put it on your board with the rest of the pedals.
Richard