PlayStation UK boss Fergal Gara is keeping a very close eye on Valve's plans to conquer the living room.
Gara told Eurogamer that Steam boxes are a potential threat to consoles, although he's not worried just yet.
"In this market you've always got to expect some broadside disruptive technologies to come along, and it seems like a potentially good example of that," he said.
"I haven't had a chance to study it in much detail. What I would say is, I don't think anything about it is significantly rattling our confidence at this point in time and what we're doing as PlayStation.
"We have to keep an eye on Valve and many other competitors. We can't afford to ignore it. Steam is arguably the pre-eminent digital download service for gaming. So we'll watch it."
Gara's comments arose in the same interview in which he said that this console war is a marathon, not a sprint.