This isn't surprising at all considering the consoles are running PC hardware and unifying memory addressing is one of AMD's goals for PCs.
I'd love to see an APU based on the consoles. Maybe swap in whatever their newest desktop CPU is, up the GPU, put say 2GB of GDDR5 memory on the motherboard, and then offer an expansion slot for a discrete graphics card. They should be able to make it so they could sell that (with 8+ GB of DDR3), with a Windows license even for $500. That'd be pretty popular I would think, plus it would offer some room for expansion and would be faster than the consoles. Hell if AMD gets their APU and discrete crossfire working well, then it could help upsell on graphics cards (where the GPU on the APU would then focus on say physics so you could up the physics slider in games, while the beefier discrete GPU allows you to up the eye candy/resolution). And it would let companies try to upsell on other things (add controllers, gaming keyboards and mice, headsets, Kinect like cameras, Oculus Rift, etc).
To me, that would be what the Steambox should be. A decent system that would offer a bit of expansion (memory, discrete graphics, and storage mainly) for a reasonable price. It would have high enough base specs that for a lot of games you wouldn't need more (while giving developers a decent amount of power to work with), but if you wanted extra eye candy you could get it without spending a ton more.
They will still purposely make PC ports worse somehow to push people to consoles where they have total control and greater profits.
There's really no point to that when they can just pay for exclusivity. I'm sure there'll be some of the "the unified 8GB means we can't do this on PC" garbage, but even Japanese developers seem to be getting onboard with PC ports as well (Capcom ports like everything, Konami is starting to get into it, Square as well). If AMD can smooth it out for them then it becomes easier and they'll be more likely to port it in the first place. I'm sure there will still be some of the Dark Souls type of things where someone will have to come up with a little hack to allow for more control over certain aspects, but quite a few companies have started to take note of PC gamers wanting those options (Borderlands 2 for instance), and if AMD makes it easy for developers to add those then it could improve things.
And as for control, I actually wouldn't be surprised if EA, Ubisoft, and Activision are wanting things to shift to PC so that they can then push their own systems as then they get all the control they want via their own means (Origin, whatever Ubi calls theirs, Battle.net, etc).