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All Steam had to do is something that has long been forgotten by lot of companies these days. Treat customers well and make them feel they are the main priority.
Lot of other companies know they can treat customers like crap and still make money, and even outright reject them like Crucial deciding enterprise customers buying millions to billions in bulk sales is all they need.
Many companies think customers can be forced to buy from them. Like Epic did with exclusives and thinking sounds bites taunting Steam would wins hearts and minds. Meanwhile steam just quietly focused on improvements to their own services without acknowledging Epic.
The performance complaints were also stupid.
Valve had their boot time fixed in beta channel for weeks
Only an idiot would have put out a marketing blitz about it when the sword of Damocles is swinging above them.