Another annoyance with Steam - as you point out, wraith - and most other digital distribution platforms: They sell new titles at publisher's RRP. As a matter of fact, on average, digital distribution is turning out more expensive for new books, music or games (and, at first glance, movies if you buy them but I havent really looked). Somehow competition is not happening.
For example, a month on, Skyrim is £34.99 on steam and £19.99 boxed on Amazon (which activates on Steam). Even at launch there was a £5 difference. How dumb is that? Anno 2070, very recent too, 34.99 on steam, 27.99 on Amazon
It is in part as there is no cost for not selling - no stock paid for, using up space etc. In part because they can. In part because publishers resisted so long getting to online distribution that they got more power over pricing (the big ones. Little ones have steam put their product on sale, without them having any say, and take the rebate out of the publishers' cut, resulting in nearly no income from the sale except for Steam). Laws for online favor the copyright owners, not retailers. Laws on physical distribution tend to favor the retailer.