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the thing called spring cleaning event was never a sale. that is a motivation event to play your existing stuff and a few f2p games are promoted and some go on a f2p period.
everyone other site/platform doing a sale right now, they can only ethically justify that if they did such a sale in the past. if they didn't, they are just exploiting the situation right now.
However, either way it doesn't matter because Steam has so many games on sale recently it's insane.
There was a VR Spring sale, yes: https://store.steampowered.com/news/39076
Notice the list at the bottom of games on sale. It's true in 2019 there wasn't games on sale tied to the event, according to past articles.
edit:
It's probably because the Summer sale is literally a month after which is one of the biggest sales throughout the year.
Those games at the bottom of that article were merely games that were put on sale by the publishers, they're not tied to the event.
During Spring Cleaning, that is not so. The event revolves around playing games in your library already withthe badges and such tied to that and there isn't a large part of the catalog of Steam on sale during that event.
Games being on sale around an event =/= sales event organised by Valve. The latter is a Steam sale, the former is a Steam event with games being discounted on coincidence.
The issue is that people are creating wrong expectations. As said, a real Steram sale has a different type of event, badgetasks and a hell of a lot bigger part of the catalog on sale. Spring Cleaning does not, so calling it a Steam sale will create the wrong expectations with people.
In the same way that now other sites doing spring sales create the wrong expectations in people.
It doesn't help that crap sites like PC Gamer use the wrong definitions in that with poor clickbait articles.
VR spring sale 2018 was afaik not really opt-in. i have devs with vr games and only one of them got a mail for this pre-emptively. so this was super likely manually curated.
everything else is mostly "automatically" curated and the process is quite stupidly simple. publisher puts alot of lego games on planned discount, blub, someone from Valve slaps a few images together and it becomes a "lego spring sale" box on the front page.
same with the current xbox sale. Valve has a bit more hope for that to print more money, so they do an entire takeover banner. microsoft didn't pay any money for that giant banner, they didn't tell anyone to do this. Valve promotes that what goes ching ching.
So I mean it's just a weird thing to get into a fight about, myself included. Again though this whole thing is silly because there have been so many publisher sales, daily sales, weekly sales (more than usual) and weekend sales, sales on sales on sales, I don't know what more people actually want.
I know you don't really confuse the things, but many people do. And well, we already see what happens when people have wrong expectations when we look at all the threads about Early Access, after getting scammed, etc. Calling Spring Cleaning event a sale will only result in people expecting an actual sales event and being disappointed when they notice that it isn't. Hence why I put links from the Steam news posts and not some site. ;)
So therefore, the next big Steam sale is the Summer Sale. Spring Cleaning is a nice event just before that.
That said, timing has nothing to do with it. Keep in mind that the Autumn and Winter sale also are merely a month or so apart. It's just that Spring cleaning is a widespread term and that Valve probably thought "Steam backlog has become a phrase in its own, we should do something with that".
it kindah does from my perspective.
That’s nigh the only circumstance it might.