Steam also continues to face the threat of large publishers creating their own competing marketplaces, like EAs Origin. Since Steam offers nothing unique that a publisher couldn't reproduce themselves with little effort, drowning in a sea of clones wouldn't be terribly surprising. When Apple came out with iTunes, they demanded that music publishers do things like sell individual tracks, and cap those at 99 cents. They forced publishers to take advantage of digital distribution. So when music publishers wanted to compete, they found that they simply couldn't. Their board of directors would demand that they sell albums together. They would demand more than 99 cents a track. And users would never go for it. But with Steam, which places absolutely no restrictions upon the publisher whatsoever, that's not a problem. Origin showed that gamers loyalty to the franchises they like far outpaces any loyalty to Steam.. and why shouldn't it? Steam doesn't guarantee lower-than-physical-retail prices. They don't guarantee anything, really, for consumers.
I would love to see Valve start squeezing publishers and forcing them to take advantage of digital distribution. Cap new game prices. It is patently absurd to pay $60 for a digitally distributed title when distribution makes up the vast majority of the price of a retail title and digital distro drops the cost of distribution to nearly nothing. It would require big publishers to violate their distribution agreement contracts with retailers, just like iTunes forced music publishers to violate their distribution agreement contracts with record stores, but Steam would end up being much more robust as a result.
Back to the recommenation engine, though. My nephews got their first laptops for christmas. They're 9 years old and their parents are not technical at all. So they ended up with the cheapest Black Friday craptops you can imagine. There are plenty of things on Steam that they could play, but I didn't even install it for them. Because if I had, Steam would have inundated them with advertising for games that they don't have any chance of running, and, being 9 and used to tablets and consoles, they would not understand why they couldn't run something. Finding something they COULD play would be very difficult.
Alright, I should stop complaining and just build something to solve the problem. At least Valve doesn't seem aggressive against scraping Steam data and the like.