Steam has got it all wrong. It might make it as a minority market, but it's not got a hope of being a major player.
Believe me, I've been there and got the scars on my credit history to prove it.
To have a hope of getting the volume of games to make consumers buy the hardware, you need to be the size of Sony, Microsoft, or Nintendo.
If you aren't big enough to do that, then you have to go the other way. Make the software work on more hardware. Take away the need to buy the console and people will be more willing to part with their hard earned for a game.
Then to make it commercially viable for developers you have to have huge volumes of devices that their games will run on.
That's what we do.