Um hmm. I knew that it was only a matter of time before this started becoming a Thing™ (and, of course, it's no surprise at all to me that this article was written by industry brown-noser Chris Pereira). First it was piracy. Then it was used games. Now it's going to be Steam sales and the like. In fact, this is indeed yet another of the things that
owsf2000 accurately predicted would be the case years ago (most recently here).
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