My main fear with the Steam Box is marketing.
I mean, how well known and trusted is Valve to the main stream market?
How is the product(s) going to be positioned? Is it a PC? Is it a console? If it's a PC, will people really get into their heads that Steam Box is THE product to buy for games? How do the features of the Steam Box compare to the other consoles?
How confused will consumers be if there are multiple Steam Boxes? Whereas Sony and Microsoft can focus all their money and effort on raising the brand awareness of their individual products, it seems like Valve and its partners(?) are going to need to raise awareness of, what I assume, is going to be an umbrella brand (Steam)?
And most importantly: Will the main stream consumer TRUST the Steam Box(s)?
