The reason why people aren't labelling it as Ouya is because it doesn't have to sell well to get games support. Consoles like Xbox, Wii or even Ouya need decent sales to get games made for it. Steam machines only need to sell enough to get the development costs and costs of production and distribution back.
We have no idea how many machines that will be for every single company releasing these machines but in no way do they need to sell millions which would be still too less for "standard" consoles.
Will they succeed? No clue, maybe some will and some not so tha we will have in the end only a few different companies working on them but they have to sell much much less as dedicated consoles not based on a PC platform where the support automatically comes from.
