Bill Lavoy (Prima Games): Start looking through Steam with a few extra bucks in your pocket and before you know it, day has turned to night and your shopping cart is full. It's that easy to become overwhelmed trying to choose just one game. With so much to pick from, you often end up wandering around the virtual store until you reach an impasse. Eventually you'll close the window, leaving empty handed, once again defeated by the mighty digital distribution software.
That's something that we cannot allow. Games must be purchased and played.