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.
All it takes is new management to change the policies to make the company horrible and evil, and in the case of Google people made the realization far too late, and now Google owns too much of the internet to avoid.
No company is your friend, and they are all fundamentally structures around making a profit. But providing goods and services in exchange for money is not inherently exploitive or evil.
https://www.pcgamer.com/gaming-industry/valves-reported-prof...
Not to say they are not great for Linux gaming. But this should not be mistaken for some kind of idealistic position. Windows a threat, they need to commoditize OS for gaming. At heart they still make Amazon's attempts at monopoly look like a lemonade stand :)
Steam wins because it provides a superior product for the end-user, not because of lock-in. Games purchased through Steam can be vetted with user reviews, supported with user-created guides and steam input configurations, streamed across devices, shared with family members, and even modded; all within the Steam experience.