They could have an initial period where they lock it to one Steam Machine per active Steam account with a history of game purchases on it like I recall them doing with the Steam Deck in the early days, or as Nintendo did with their accounts for Switch 2 preorders.
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According to the article, the median average is down, but the mean average is not. Therefore, while some games are indeed cheaper, the bit the article leaves out is that some are also not, and some are actually more expensive. It’s hard to draw massive unqualified conclusions from what looks like fairly noisy averages.
The other point the article makes about big discounts on Steam sales isn’t quite true any longer and isn’t backed up by any provided data. I don’t think the massive discounts from the early to mid 2010s happen quite in the same way any longer, and a quick glance at price trackers suggests that many games haven’t matched or beaten their historic lows in years.