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Because they hope that people will purchase from EA directly. If people purchase through Steam they normally get 30% less, so they started with sales first on EA APP and after 1-2 week sales on Steam. You only find this patter for Sims 4 DLC. EA know exactly how to manipulate their customers.
Even if they do not go on sale this time they will go on sale after a while on Steam.
https://steamdb.info/app/1235734/
I should add: It doesn’t hurt you if you purchase it through EA. Steam and EA are compatible and you get access to it even if you have the game only installed on Steam. EA APP will download your DLC and install it in the right place. Just don’t forget to ignore it in Steam Store after you purchase it through EA.
Yeah...EA are like pushers really - dl'd TS4 for free at the start of March out of idle boredom/curiosity and got badly hooked...then the sale dropped!
Suffice to say I got the fever and spent a small fortune over the last few weeks and bought an absolute stack of DLC packs (did really I need things like a horse ranch or the ability to become a Mermaid? No I didn't - Do I have those things now? Yes sir, I do!)
There are still a few things I want (mainly the supernatural based packs) so I'm topping up my steam wallet over the next month in anticipation of the next sale. According to the timeline/chart posted here earlier, it looks like May or June will see EA extracting the last of my cash!