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I don't think I'm wrong :) If they were really in the game of competing with consoles, they would have had a very different strategy and not adopted a "anyone can make our box" kind of mode of operation. They are following the PC model, which means that they are not targeting mainstream consumers. Consumers who want to buy Steam Machines will have to be knowledgeable on what to buy, they will have to look at specs an…
I agree, it's a long term play, and their chance of winning over hardcore console users is zero at this time. However, they will be directly competing with consoles for space under the television. As for solving your problem with hardware confusion, they could have manufacturers ship Steam Machines with some kind of rating system. Remember how Windows had those performance ratings for memory, processor, etc? They cou…
As for the ratings system, sure, it's possible but it does not mean it's not confusing for consumers, and it adds another barrier to adoption - that's basically NOT mainstream. And you mentioned Windows performance ratings as a reference, but that's a failed example since nobody ever used these numbers anywhere.
If they go for categories/benchmarking, then they will need to have a kind of authority in place to attribute such numbers, and Valve's message so far is very against centralization. So I don't expect them to lead such efforts. If they ever did, I believe they would make it simple: SteamBox Level A to play these games only and do streaming, SteamBox Level B to play all GPU intensive games... etc...
EDIT; I don't think Dell will get rich, and neither most of the hardware manufacturers involved for that matter. SteamOS is no more no less than an Android OS-like for the PC, and that will push prices down for manufacturers which will fight hard to make small margins on large volumes. It will only be profitable for very few players.