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ya this is the price, they are also raising it after Jan1 to 200$, most people will just pass on it.. .everything is going up in costs, besides our pay at our jobs.... So people are spending less...
They are probably doing the vast majority of their business on the Substance products from users buying the subscription bundle that includes the Substance range. I suspect we're part of a legacy thing where they know it's only bad press to stop selling on Steam entirely, but they don't feel pressed to make Steam purchases particularly enticing.