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However you can read up on alternative benefits associated with developing assets for the point-shop here:
https://partner.steamgames.com/doc/marketing/pointsshopitems
It's mainly to further market/advertise your games into user's profiles, chat and so forth. They are not so much
used to get points yourself as a developer; ...or perhaps a content Creator employed by the game developers. I suspect that they get commissioned in real money separately; regardless if the point shop item gets redeemed a lot or a little.
I am pretty sure they're selling games, the points shop is just a silly thing to add value or appeal, like achievements. It's just part of additional facets of the job outside of direct game development. So people doing that work get paid their normal wages. It's work they're doing.