The goal of marketing is to get as many people as possible to be aware that a company’s product exists. These articles are doing just that, for free.

Initial sales will probably take a hit bc of the negative articles. I don’t think they’re being written bc valve decided to stick with the same name though. The articles are probably being written bc negative headlines get clicks.

If the new steam machine proves to be a solid product this time around then gamers are going to buy it. If it’s such a solid product that it manages to turn a product line that was once associated with failure and negativity into a product line that’s associated with success and positivity then I really can’t think of anything better the new steam machine could do for valve’s brand. The (hypothetical) articles comparing the huge (hypothetical) success of the new steam machine to the dramatic failure of the past will also be a bit easier to write a headline for. More free marketing.