What they could do is, since you bought the machine/frame on the store, they could give a certain number of discounts on games purchased after purchasing the device (like giving away Half Life: Alyx with the purchase of the Index/controller). Buy a steam machine, get 5 X% discounts on any games in store, buy a steam frame same except exclusive to VR titles. Still on the fence for my own use, although old, my Vive is still a solid headset

The Frame is even moreso problematic in that regard because it enjoys very little competition. If a business wanted to use a bunch of them for say, training a workforce, they very well might buy them by the thousands, put them into service, and Valve will never see a dollar of it. We saw this happen many times with the Steam Deck. Disney used them to control robots, the military used them to control turrets, and those are just some of the ones we know of.

Back in the day the military bought up thousands of PS4s and used them to make a supercomputer.

I mean if they wanted to lose their asses, sure.