The HL3 memes don't even seem fair to use anymore. I don't even want to un-seriously make joke fun of them at this point. They are just genuinely doing so much for the community.
But overall Valve just seems straightforwardly less shitty towards the consumer than other major companies in their space, by a long shot.
Why don't they just take a 6% pay cut and make sure there is nothing to criticize them about :/
[0]: https://www.tomshardware.com/video-games/pc-gaming/valve-mak...
Especially since Magic the Gathering and similar card games are very normalized, and have a straightforwardly more evil monetization strategy, since you need to do gambling there to even play the game, it's not cosmetic.
There's always this question when Valve comes up of, "why are people more upset about gambling for cosmetics in a game than gambling for power/features in a game?" It's a clear double standard, and I've never heard an actually good explanation for it that makes it sound justifiable.
edit: The other thing is that the people blowing money on cosmetics gambling fund the game such that all the core gameplay stuff in Dota and CS and be totally free for the average player, and that's pretty great for a lot of consumers.
It's not exactly the same yet since Deadlock isn't being monetized yet, but I've spent hundreds of hours in the game having a blast for free, I can't give Valve money even if I want to, and that buys a fair amount of goodwill from me.
The closest I've heard to something compelling is that the digital goods aren't the same as actual physical goods, and that somehow that makes it worse, but I still don't find it particularly compelling; I've heard people (often lovingly) refer to trading cards as "cardboard crack" explicitly to joke about how ridiculous it is to be paying for stuff that's essentially just ink and paper.