> I've never understood why anti-scalpers just don't work backwards from shipping address.
If Alice and Bob live in the same apartment and try to buy Steam Machines, but Bob forgets to include his apartment number (everything gets dumped on a shared package room, after all), Alice will be confused when an automated email accuses her of fraud.
I believe that's exactly what the Steam Machine reservation does: limits to one per household, so I take that to mean the address without the name.
Although I think the language in the response dialog will be nicer than accusing of fraud.