The reason for this, as explained by Rikard Steiber, HTC's Senior Vice President of Virtual Reality, is that while Steam is a "great platform" for showcasing gaming content, HTC wanted a means of "shining a light into new categories".
These new categories include travel, education and entertainment and brands.
Educational content might involve virtually allowing users to explore a different historical period or travel the solar system to get an interactive understanding of a topic.
Rikard also elaborated on what the company means by 'brands', and used Ikea's existing VR Experience as an example of ways brands could make use of virtual reality to allow people to shop.
Rikard Steiber, HTC's Senior Vice President of Virtual Reality
A new store, not a competing store