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The main window has "Steam" as the window text and the friends list has "Friends List" as the window text. Unfortunately, each chat window will have their window text as the name of your friend. You won't be able to split this off without creating a rule for every friend.
While you could purposely order your triggers and use "Stop processing triggers if this one matches" to have a catch-all trigger for chat windows... you would have to create triggers for every possible standard Steam window, like settings, announcements, possibly notifications, etc.