While those statements are true, it is much easier to be pro-consumer when you are running a few morally dubious casinos and marketplaces to keep the bottom line healthy. Would Steam have grown into a position where it can comfortably act like this without the cash cows in the background? We'll never know.

The general market is so distorted that being seen as anti-large corporate behaviours on some policies is seen as enough to be considered pro-consumer.