Digital download madness

So a certain popular video games publisher has made their  newest game available digitally, but only through their own system, not through steam. I refuse to install another piece of software to launch games from, the reason I love steam is that it is everything in one place !

The second half of this madness is that it is a full £10 more to digitally download the software direct from the developer, than it is to order a physical copy delivered to my door.