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Hardware manufactures decide what OS will run on their systems. SteamOS is just the first OS. EA and Ubisoft are likely moving to those steam machines. Origin, Steam and Uplay will run side by side on a so called Linux machine. This is very interesting, because EA and Ubisoft will eventually prioritize for Linux machines instead of conventional consoles. It's all about controlling a storefront (which started with Apple). Can you imagine Battlefield 5 timed exclusive on a Linux machine because EA can earn a lot more through their own storefront?
This doesn't benefit Valve by any means and yet they still allow to run other OS's. Valve is basically leading the democratization of gaming and hoping to get a good chunk of it. Just like you can play any DVD on any DVD player. It's a little more complex, since games heavily rely on specs and DVD's are spec-wise just a standard.