Whatever the origins of a thing, it can mean whatever the community comes to believe it to mean. You make solid arguments as to why that's Steam, not Esteem. I find myself persuaded.

Look, Amazon is a river in South America. Then it meant "bookstore" and now it means "store". No one cares where it came from, or what the name used to mean. It means whatever Bezos and the community (mostly the latter) decide it means. WalMart used to mean something really exciting. Now, not so much.

I'm not even sure it's something we have to decide. Your units of subdivision are ingenious, and I like the vision you project. That's all it's going to take, really. Leading out in that direction will drag the community that way, as long as your vision--and that of others like you--is compelling.