Just wondering as I might go by my local Target and take a look (even though I'm not in California).
The "endcap" is the end of an aisle where they pile the clearance stuff. In my Target, the electronics clearance stuff is on an end of an aisle, therefore, an end cap. The stuff is next to the end cap where the Playstation and Wii displays are set up for people to play the games.
The iCade also works with a lot more games standard, supports landscape orientation and has support in jailbreak emulators for MAME/SNES/etc. As far as I can tell all this supports is the one Atari app.
If both were full price the iCade (or one of its sub versions) has a whole lot more utility.
If you do find it for $15 though... sure its pretty interesting if you like or have nostalgia for those atari games.
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