I imagine it won't be long before Steam turns into the badguy.

People have been predicting Steam will do a heel turn for more than a decade. But, their consumer-friendly policies and ease of use have kept them the dominant platform despite immense spending from other companies.

They're still a store, and I don't think anybody's confusing them with a charity. But, a nearly 20 year track record suggests that they know that being trustworthy and consumer-friendly is essential to their long-term financial success.