It is now and has always been about freedom. Unlike consoles, there isn't a single company lording over the market, acting as guardian and looking to leech a profit by providing a consolidated distribution pipeline. On PC, if you make a game, you can put it up for sale with no corporate bargaining required. If you're a fan and make a mod, you can hand it out to the community and receive instant feedback. Maybe it'll even get you a job.
Such freedom of choice has shaped PC gaming throughout 2010.