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This is the end goal - but for the time being, it does seem aimed at tinkerers - the kind of people who already have a PC hooked up as an HTPC...

Keep in mind that this is the first of three announcements that they've, err, announced: http://store.steampowered.com/livingroom/

The second is in 48hrs, and almost definitely something related to the SteamBox. So it's too soon to speak of their intentions "for the time being".