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That was not the intention.
https://steamcommunity.com/groups/steamworks/announcements/detail/3282583269823858401
It was so they could add a bunch of smaller "Fests" between the major sales events. You can see this in action with the events announcement for this year...
https://steamcommunity.com/groups/steamworks/announcements/detail/3970553774441642999
Plus, games can go on sale every 30 days, with custom discounts not affecting eligibility for Steam Seasonal Sales.