Anyone who want an out of the box ready solution to play PC centric games. Surprising amount of steam users are actually in this bracket after getting involved via laptops but have no interest in building or are more compelled to a living room setup. Even with the reduced library there are a sizeable amount of folks focused on PC centric games, indie and early access. As it stands, those are well supported for current and new titles
I don't know if it will be a mainstream success or not, but I know it doesn't appeal to me.
PCs are all about customization so steam machines take away the most important part of that. True there are lots of different builds but even just looking at this Zotac model, there are a few things I'd change, bigger SSD, gtx 970 oc not 970m etc. I like the case a lot though.
But if you're going to buy something like this you end up researching on them, and you'll want to choose your own parts in the end to maximize performance vs budget. The only thing I can see this being a success is selling these at Department stores but even then people have done so for a long time now.