Eh, I don’t particularly enjoy building PCs, but I do it because it’s cheaper, esp. for upgrades. I’m really not the target market for this.

That said, this is the right product for a lot of people. Many don’t want to mess with their gaming system, they want it to just work. That’s why consoles are popular, and the Steam Machine being a bit more expensive than a console and get access to Steam’s catalog is very attractive to a lot of people, especially if it otherwise works like a console.