The only thing that I get with consoles that I don't get with the Steam Machine is a guarantee; a GUARANTEE that the games I buy will play on the system. If I but a game and it says PS5, I know it will play. A list of specs on the Steam Machine landing page does not absolve this for Valve.
On the Steam store they've done a great job with their certification program for the Steam Deck.
Also, I don't think their target market is people who don't own any Steam games yet. It's going to be people with already extensive back catalogues on Steam.