Pitchford not so subtly suggested to Games Industry that a product of the magnitude of Half-Life 3 would warrant the must-have-type hoopla surround the Valve release.
"That kind of announcement would really help us all understand the necessity of their invention here," Pitchford said.
But Pitchford believes until there’s a “must-buy product” available with the SteamOS, Steam Machines, and Steam Controller, industry players won’t really bat an eyelash at Valve’s undertakings.
“I expect that the industry at large will watch curiously, but remain largely unaffected by anything Steam does along this vector of OS, machines, and controllers over the next two or three years," Pitchford said.
Paying attention Sony and Microsoft are, as both have said in the wake of the Valve announcement that they will be keeping a vigilant eye on the goings-on of the company.
The SteamOS will be available to gamers soon while Steam Machines should be unveiled sometime in 2014.
The Xbox One hits shelves in the U.S. and 12 other markets on Nov. 22, going worldwide by 2014. The PS4 drops in North America on Nov. 15, Europe on Nov. 29 and Japan in February.