Those controllers are first gen stuff - for the enthusiasts. They're expensive but not unduly so, not to mention that VR is still a niche, and is unlikely to expand the steam store. The first steam machine (steam box iirc) had both production issues and also not had much enthusiast success. Likely due to low hardware specs and not targeting the console market.

The steam deck, and now the (newer) steam machine is looking to push into the mass market of consoles, and i reckon it would be more successful. Not to mention the more mature steamOS and compatibility layer now (compared to before).

I have high hopes for it. I want PC gaming to break free of microsoft windows.