It is kind of funny that you recognize exactly why they do that, and yet you view them as benevolent. I mean I'm not going to lie, I like getting free stuff, too. But I know when a company gives me free stuff there's a motive behind it. That's what companies do. For Valve, as I said in my post above they have a lot of leeway with things because they have an alternate revenue stream. Selling their games cheaper on sales or offering things for free is like an advertisement for that alternate revenue stream. As for some of those other developers, yeah, it is great that they do that. And hopefully they can keep doing that, but usually it's the smaller businesses that can do that sort of thing, and have to do that sort of thing. They need word of mouth and good will with their smaller fan base, so that it builds up. When you're dealing with smaller metrics like that sometimes a tiny loss can get a much bigger gain down the road, because of that good will. When your product is a more mainstream thing that's consumed by so many people you can't really afford to do that sort of thing anymore, and it just doesn't make as much financial sense (unless you have that alternate revenue stream like Valve). The percentage of more casual fans that don't get into it compared to those that do with a more mainstream product is far different. They play their game and buy some DLC and really don't pay it much mind. If something was released for free to some of these more casual fans it's kind of a drop in the bucket. It's nice, and they'll appreciate it, but they're not going to be as rabid about it. That's because as a brand grows it becomes a bit less of an exclusive, prideful thing to know about.