I definitely don’t think they’re aiming for the high-end or pro market, but I also don’t think the average casual gamer is going to choose an unknown quantity that’s likely much more expensive than a console they already know works. That kind of risk is usually taken only by people who are more enthusiastic or more in the know, which doesn’t describe casual gamers.

Personally, I like the idea of it as a way to play my Steam library on my living room TV, much more conveniently than streaming, using long cables and Bluetooth devices, or lugging a heavy computer tower. It might also appeal to console gamers who want to get a computer but don’t know the first thing about them. The Steam Machine is a complete package that works more or less like the consoles they’re familiar with.