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Steam owner Valve accused of ripping off 14m UK gamers
(www.bbc.com)
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The agreement is only between the dev and Valve; 3rd party key sellers like G2A or Eneba usually obtain their keys through trades, buying them from the original seller, or by stealing them (which is an entirely different can of worms). They're entitely user-driven marketplaces selling second-hand merch.
Doesn't even have to be sketchy resellers like ones mentioned like g2a. Normal ones like fanatical and humble bundle sell cheaper. Those aren't user driven market places.
Just have to take a look at isthereanydeals which anyone should do before buying a game.