Plenty of PC gamers sit down each night without knowing what they want to play. Instead, they log into their Steam accounts, see what other people are playing, then jump into a multiplayer game. In many cases, they buy widely played games simply to be part of the community, or based on positive reviews from friends. Steam isn't just a store, it's also a meeting place. EA may have good reasons for keeping Battlefield 3 away from Valve's service, but the company is still going to lose out in goodwill—and possibly in sales.