There's so few people that remember... Nobody cares.
And Steam Machine is going really hard as a brand and as a device name, really. I bet there's a lot of salivating at this level of brand recognition in a lot of marketing departments.
Good reason to have an independent gaming OS, I suppose 😉
If Microsoft ever pulled this play at least EU probably would like to have a word. Microsoft already got kicked in the balls over here for such moves, and it hurt.
Come over to Germany. We live the dry humour.