I think what steam does really well is recognize that gamers are fanatics in every way when it comes to gaming and how to play them. Meaning we as gamers do a pretty good job keeping up with the industry. When a steam sale comes along, we recognize it's a good deal.
The same can be said for computer specs. No gamer is going to drop $1000 on a computer without a butt-load of research. The fact that Xi3 either doesn't recognize this with their pricing model, or don't care does not bode well for the success of this product.
I applaud any company trying to give more hardware options to the community, but I think they would have more success building a bare-bones system that can run most games well, than trying to compete with building top of the line rigs.