I think what Valve gets right is how much value and respect it provides to both players and developers. Of course you can find some issues here and there. But in general, neither players nor developers are angry or frustrated with Valve/Steam.
It's no surprise that it's hard to compete with that.
On the other hand, I find it surprising that no one thinks there is a way to take operating system market share away from Microsoft with a better end user operating system. There is constantly new annoying stuff practically forced upon you and people are complaining left and right. Of course Microsoft has built several moats, but this level of disrespect against your own users has to backfire some day.
evolution of windows: useful -> adware -> spyware -> tech-support-scam (this story) -> ransomware (automatic full disk encryption is said to be deployed soon)
Conscious AI primarily would be a problem because we don't really have clear definitions and understandings of what we mean by that, and it leads to endless discussions.
The real problem is not whether an AI really "experiences" what happens to it or what it does, it's not even whether or not it gains "free will" (if that even exists).
The real problems start when AI gains motives/objectives and means to realize them. Or means to expand its means. I would find a completely stupid system that has the goal and ability to turn any matter into paperclips and more matter converters more scary than most visions of AI.