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(lemmy.nz)
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Logo uses joystick by liftarn
There are plenty of examples to the contrary of this. In particular, I know that factorio has literally never gone on sale on principle, and has only ever gone up in price upon leaving early access. Despite this, it shows up with some regularity in the store.
It's certainly the case that Steam can be a rat race for developers to get attention, but I don't believe your framing is accurate.
I thought about mentioning factorio in the original comment, but yeah as you say there is some exception, factorio. Being wildly popular and the game that more or less birthed an entire genre helps and even if you don't play the same game it's still entirely possible to succeed through word of nouth. But for less popular indie games it's still true.