Well, they could. They could have the slickest UI and the best search experience. But Steam brings in staggering profits as-is. Valve doesn't need to do much of

Well, they could. They could have the slickest UI and the best search experience. But Steam brings in staggering profits as-is. Valve doesn't need to do much of anything, unless a serious competitor arises. This is the problem with "benevolent monopolies" like Valve and Google. All is well when they're making users happy. But when they aren't, there's no accountability, incentive, or alternative.