OS X is still allowing regular people to install apps from whatever source they want, by default.
In Windows 8 you have to either check "Allow all trusted applications to install" in the Group Policy settings in Win Pro/Enterprise, or change a registry setting. This means users will have to go out of their way to install anything beyond what the App Store provides. Well, at least the option is still available.
Steam is an app store for games. Games purchases are impulse driven. When buying from Steam, you either go for a big title that you know you'll find on Steam or you go searching for something that triggers your interest.
On the other hand a large part of discovery on a regular app store is search-driven by actual needs of users that want to accomplish something very specific. Like, just the other day I searched for a way to view/manage my Picasa-stored photos on my iPad.
The number of apps is important for one because this means the app store doesn't solve many specific problems users are having and because Microsoft is known to have a big developer ecosystem since forever (building platforms is what they do best) - and so this lack of enthusiasm reflects badly on them and on Windows 8.