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Also not spending a lot of money on Steam isn't a problem Valve needs to solve for you.
I get the feeling that Steam is going into "austerity" mode. First they removed free summer/winter sale cards for viewing our discovery queues, now it's the freebies for events. Sure, they replaced the cards with "stickers" but I have no use for them since they can't be used in the discussion forums and I believe most of us use other chat programmes such as discord instead.
What next? Increase the spending requirement to $100 USD per free card? Heck, they might just get rid of free stickers eventually as well.
Steam is no longer as "fun" as before. We used to have events such as the race and monster invasion (salien). Sure, it caused steam to come to a crawl but it was good fun. They got rid of that, they got rid of free discovery queue cards, they got rid of freebies for events.
Not even close to 100 billion.
Just over 16 billion in 2025.
https://www.tomshardware.com/video-games/pc-gaming/valve-makes-almost-usd50-million-per-employee-raking-in-more-cash-per-person-than-google-amazon-or-microsoft-gaming-giants-350-employees-on-track-to-generate-usd17-billion-this-year
Folks that just walk in, grab the free whatever, and walk right back out. They don't peruse what's on offer, or develop a positive disposition. In other words they weren't even thankful.
You can even see the sense of entitlement in this thread. Posters thinking they were just owed free stuff because. Frankly when customers start to get like that. Retailers have ample reason to cut them off. As they end up trifling actual paying customers.
Like I said you can still get free items, but you have to put in some real effort, and if anything that makes them cool. I watched a ten minute stream of a game. I'll remember the name of the game, and thanks to the free stuff I received. I now like them for their real generosity.
Steam is a store not a charity. When comps don't equal sales. They'll stop giving away comps. I don't expect stores. To just give me free stuff, because they turn a profit. The relationship is just transactional. I give them some money, and they give me a game.
There isn't a personal relationship at play. In fact it's this very warped perspective. That sees a lot of game developer become convinced. That they are owed sales of their game regardless of how they conduct themselves, or whether the game they're selling is finished or even good.
Free stuff is a bribe to get you to spend, and if you don't spend they'll stop coming. That's almost certainly the case here. Customers didn't reciprocate so the time, money, and energy. Were likely put to better use elsewhere that might actually pay off.
Maybe it's indeed a support issue, or they're just trying to slowly phase out certain types of items. Only Valve knows.