The Duff CEO with a Windows-Logo on his forehead: "Gamers use Windows because of its' user experience not our de facto monopoly."
Next Image: Duff CEO with Windows-Logo in front of a "Out of Business" sign. Subtitle: "30 minutes after SteamOS is released"
Edit: Yo, I'm not saying this is gonna happen. I just want to say that Windew's UX sucks ass.
Then you have a launcher launching a launcher to launch a game, when that happens on Windows people are pissed, when that happens on Linux people act like there's nothing wrong with that experience.
You can run games with Lutris, which allows you to create shortcuts for games so that they would be launched through Lutris without invoking a UI
So from a user's perspective, the game just opens up as normal without any launchers or interfaces in between, like if you ran an .exe
Besides, plenty of non-Steam games can be run simply through Wine, then you literally double-click a game .exe and there you go.