The SteamOS news will only cater to existing Steam subscribers who are heavily invested in the Steam service. Once console gamers and the general public learn of the restrictions of the service they will avoid it like the plague that it is.
I'm already visioning SteamOS exclusive games, that can only run on the SteamOS distro and not any other distro.
I do expect an announcement of a Valve developed game that will run only on the SteamOS, perhaps bundled with the SteamOS. Free? No, but at a discounted price.