Noticed this update got pushed just now.
Edit: Seems they’re doing this to prevent costs from arbitration. Read comment below.
I think that’s part of the argument. It isn’t just for Steam keys, it’s for alternate storefronts like GOG, Ubi, EA, Epic, etc. If you want to sell on Steam, you have to keep it the same price as anywhere else. It seems a bit harsh, but I am tentatively siding with Steam on this one. I’ve never had a company be as consumer friendly as Valve has been over their lifetime, and they’ve earned some brand loyalty. It’ll quickly dissolve if they start fucking people over, but for now, as far as I’m concerned, they get the benefit of the doubt.