Oh, sorry, missed that bit of your writeup and didn't read the actual link.
*Edit* -
Don't think of it like a console, think of it more like a standard, like Bluray or whatever. There's certain requirements that the device has to meet to be branded a Steambox, but as long as they meet those requirements (and maybe pay a royalty?) anyone can do it, just like how you can buy a Sony or Philips or Toshiba bluray player.