Steam sales make sense and enhance profits so why don't we envision a future where they are commonplace?
Different companies, different ethics, different models of operation.
Also. There is no such thing as "ethics" when you're talking about corporations. Well, this is an exaggeration, there can be ethics for smaller or more traditional companies - but having any kind of "ethics" is a market *disadvantage*. Something you pay for with profits. That "inefficiency" has to be eliminated by market competition.