They are letting the hype build itself.

Its really strange this huge brandpower that valve has, brands like nike or campbell soup must be jealous as ♥♥♥♥.

Brand power is a brand's ability to influence consumers, command market share, and build loyalty, stemming from recognition, trust, and perceived value, allowing it to drive sales and charge premiums beyond just product features.

Sure valve has made a decent storefront, but 99% of the posts I see in r/steam for example, the end up with 40k upvotes, are simple support things that valve is legally required to do.

Im guessing its all fake, dreamt up by some eggheads sitting in a room trying to figure out how to make valve even more money, because its never enough.

Oh no, its never enough.