Steam was apparently already cool when I was a kid. Though the reason I knew about it was that I had 2 games with Steam support bought in stores (one of them I gifted without installing\registering, another one I installed without registering).

Others are still at that point - you buy a game and you get something like GameSpy and such as an optional thing nobody thinks about. They are trying to make those services the entry point, and I guess for AAA players they have already succeeded.