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If Giants wanted to charge more for the box set and include a steam key I would pay it. If I have to use the Giants store or distribution method I will not buy from them. I have heard that their direct sales can only be installed up to 5 times before you can never install it again. I have uninstalled and re-installed FS17 at least that many times in the last 2 years alone so that's a Giants store deal breaker for me.
You can use the code to download it from official FS webpage though and add it as a non-steam game and start it from steam, but in-game overlay and steam update would most likely not be supported that way.
If it has not changed, you can contact giants to unlock it again if it has been locked.