PC isn't forgotten. They are having discussions with Valve to bypass the Greenlight process. With luck, the 360 publisher will also be the PC publisher and make it even easier.
(And no, they can't do it themselves - something like Steam makes their lives much easier).
There's the Developer, which is one of Farsight's entities, then there's the Publisher, then there's the Distributor. AFAIK, Steam is just the Distributor. I can't see why they wouldn't be able to cut out the middle man and self-publish on Steam (using a separate legal entity), other than needing the cash.
For PC gamers, it might be good to have a Publisher as, if they are smart, they will do their own QA and make sure things work as advertised and are up to the desired quality levels (just check the PS3 and PS Vita sections).