I don't think Valve has anything to worry about and your title of them having already won is exactly right. The gaming industry is so filled with tricks and traps designed to fleece customers of their money that the people just seem to trust Steam and Valve while having almost "disdain" levels of feelings towards other companies as well as developers. Sony had to quickly walk back their recent statements and AAA companies releasing nothing but never-ending season passes and what not is kind of pushing gamers to the edge. Will a lot of people buy a really expensive console? Well, probably not, but a lot of them will and at the end of the day I don't think Valve actually needs anyone to buy this thing en masse.