The only way they are going to get ANY big name publishers and developers on board is if they release a Linux based console system. One which would be as popular as the Xbox or PS3. Which as far as I know is something that they are planning to do.
Valve saves the PC. Again. Gotta give credit where credit is due, these guys are visionaries, people will be buying consoles which would basically be mini PCs running on Linux.
I hope they pull it off. I really do. Im betting Windows7 will be the last Microsoft OS that will grace my PC.