This seems more like an opportunistic rant about Valve's marketing than a sincere response to the particular situation. The name makes perfect sense given its a slab that plays steam games and if you'd pay attention to the website beyond the background colour (???), you may notice how it has several pictures, animations and videos illustrating the product in far more detail and clarity than many console launches. It worked for me anyway because I studied the site cover to cover so to speak.

Granted, I agree that Valve did a genuinely poor job with the Steam Controller and Steam machines but in the former case, it was because even Valve themselves didn't quite understand what they had just made and in the latter, things were complicated by having to deal with multiple third parties.