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Because Steam Wallet service have guaranteed to take away a few problems most online game companies are facing, and among them is the fraud worries that have cost most online game to lose money over with. There's a few good reasons why game companies have chosen to release here on Steam knowingly that it cost 30% on transaction. Fraud prevention is one of them, the other is getting the spotlight and more players to play their game, not to mention Steam has the highest gamer population in world's record (Excluding WeGame China). All of those are enough to cover that 30% expenses and brought more revenue to the game companies. So that can not, and should not be the reason of the price rise.
use an alternative if its a big enough deal for you
In the US, my prices are normal $24.99, I noticed your prices are in euros. TGC is located in USA So they use dollars. Or did your prices change from $ to €? Something isnt right if that's the case.
still setting up the steam pricing maybe per region, sometimes it needs fine tuning