Well, that sounds useless, but without price tags and the power of those machines, this means nothing.
Honestly, upgrading a PC is a thing of the past for the most part. I hate to say this, but it's what I've come to realise recently. The optimal thing to do when building a PC rig is to build something that'll last you a few years (while keeping the price to a minimum, obviously).
For me, personally, the PC I have at the moment lasted me a bit over 3 years and I'm happy with that. Price tag for that rig was 600 euros (~800$), though if I lived in a more developed country, it'd be closer to 600$ (more competition, more choices, all translate to better deals).
Now, I'm gonna be replacing it relatively soon. So far, it's running everything to my liking (I'm a guy very willing to turn off useless shadows and tone down the details a bit), but with stuff like Watch Dogs coming out, I'm probably gonna need an upgrade soon. So what can I upgrade in the sense of, without replacing my entire rig? Let's see:
1) I'll be needing a new processor for sure.
2) New graphics card, obviously.
3) More RAM. Can't just add more sticks to my existing RAM because mixing different types is generally a bad idea. Finding my old type is hard enough 3 years later and besides, there's faster RAM now and the old one might be incompatible with...
4) ...Motherboard - replacing key components like the three above is all well and good, but the motherboard needs to support new choices. 3 years later, it's likely my old motherboard does not or, if it does, creates a bottleneck somewhere.
5) PSU - changing all those key components may mean they draw more power now. It's not a certainty, seeing as I bought a pretty good PSU last time (600W, 80+ certified, should be able to handle most decent rigs), but if it can't handle the power demand of the new components, even if it just needs just a tad more power, I'll need a brand new one.
And that's all your basic PC components right there. What can I keep? HDDs, CD drives and of course, any peripherals and the PC case. That's not much and seeing as the price of SDDs has dropped quite a bit in the last 3 years, I may well get one for the OS and maybe a select game or two (it can really make a difference in some of the new games seeing as they're getting bigger and loading maps and such can take a while).
So yeah, point is, if you build your rig right - so it can last - you'll be needing pretty much a full upgrade. You can buy cheaper bits and replace them as newer ones get cheaper too, hunting the best deals constantly, but honestly, you'll just end up with the same or higher price tag after upgrading it over the same period, with a lot more hassle (looking up compatible upgrades every time, possibly reinstalling the OS because of drastic changes in your PC's architecture etc.).
So yeah, as far as this news goes... we need more info. How much do they cost and how long are they built to last. My main concern for these machines though, is that they couldn't (or rather, wouldn't) possibly offer you a better deal in any way. You are, after all, getting the Steam controller and a pre-built rig with not one, but two brand names on it (manufacturer + Steam).