My partner and I both signed up for a Steam Machine, and I for a Steam Frame. We got waitlisted for all 3, and in the last 24 hours we got into the queue for all of them. Time to decide which machine (2TB vs 512) to get, and if we actually want a Frame!
I think they were managing the other releases. Also I think they put in the time to post Alyx to Frame, when it was first announced that was a soft maybe, but with all the extra time they got it working before launch.