I don't want to buy a game and then spend hours messing around to get it to work.
Having a big library of emulated games is more important (in my opinion) than squeezing every last frame rate out of a small number of native ports.
The results can be very good, an example is Picasa.
Most games these days are designed to run on a range of graphics detail settings, and it's not a big deal if you just have to turn a few things down a little on the latest games.
It would be nice to just see everyone behind that more than complaining about whether something is native or using wine. A lousy console port that works natively is still a lousy game.
For example, http://transgaming.com/cider. Notice, though, the high-touch sales process--that's unfortunately necessary, since "relevant settings tweaked" can actually sometimes mean "relevant DLLs reimplemented by us, as part of the 'sales-engineering' process, specifically to make your software work."
The winelib/cider method of porting raises an interesting question, should I as a mac/linux user have to pay the same price as a windows user for an objectively inferior product? (In the case of steam I think this is fine, because I get access to all three versions of the game)