What I understood of EA's initial complaint and Valve's response, is that barely anyone in the gaming industry actually understands what Valve is doing.
Valve themselves barely understand what's going on.
More than anything, Valve is a house of intense, extreme, risky, and fast-paced experimentation. They have no fucking clue what's going on in customers' minds when they hold sales. They don't try to over-think things ahead of time, and even after they get billions of datapoints from holding countless sales, they still can't prescribe any exact science to any of it.
When I saw EA inanely comment on the "devaluation of IP", I just shook my head. They just don't get it. Valve is simply doing what they think could be cool and interesting, and their customers are responding in completely unreliable and unexpected ways.
Instead of following Valve's lead or charging ahead in their own unique ways, it's like EA just observed what Valve was doing on the most shallow, lazy, surface level, and reached an inaccurate conclusion based on their own lack of understanding of their own customers. Then, of course, they held their own sale two weeks later that contradicted that entire point, but the sale went nowhere because there just wasn't anything interesting about it.