Yeah people consistently forget this, and will say things like 'Valve isn't even doing any marketing for me!'

No, they are.

Its just that its on their platform.

Via their categorization and recommendation snd review systems.

As opposed to... other pay to win ad platforms that shove ads in peoples faces depending on how much money you throw at them.

Also, while this is more of a minor point, Valve's cut drops to 25% for games sales past $10 million, 20% for game sales past $50 million.

Been that way for 7 or 8 years.