A store is just a collection of content. The Steam store is this very safe, boring entertainment experience. Nobody says, 'I'm going to play the Steam store now.'
We started off with a set of objectives for what we needed to communicate with the company's identity, created several proposals intended to meet those objectives, and picked the one that did the best job.
I have no direct knowledge of this, but I suspect that Apple will launch a living room product that redefines people's expectations really strongly, and the notion of a separate console platform will disappear concurrent with Apple's announcement.
I think it's highly likely that we'll continue to have high-performance graphics capability in living rooms. I'm not sure we're all going to put down our game controllers and pick up touch screens - which is a reasonable view, I'm just not sure I buy into it.
