At the end of the day though, those keys are only redeemable on the Steam platform and serve Valve's interest in keeping users within the Valve eco-system.
As an existing Steam user though, this is great for me! It means one less third party DRM platform I need installed.
Well, the comment I replied to, was about the 30% cut, though ;)
And regarding DRM: People often forget that the use of DRM with Steam is in the hands of the Devs/Publisher. There are DRM-free games on steam. Now, how convenient it is to back up those games is another thing, but it’s often possible.
As an existing Steam user though, this is great for me! It means one less third party DRM platform I need installed.