They are doing for what they are paid for. The speaking points are too familiar among the various reviewers, you can feel the notes bundled with their NDAs (and whatnot agreements). I don't hate the Steam Machine, but I don't think that it is good value, and Valve possibly knows that as well. It will have its market, regardless, and somebody has to buy it in order for it to succeed.
The amount of attention to the 3 antenna, that no-one cares about, gives away some of the required talking points.
It's still going to sell out though. I'd love to get one but it's in the price range of a mac mini. Crazy times.