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Steam does NOT set the prices, only the developers do. There are a few Steam authorized resellers that are legit, that I am aware of:
https://www.humblebundle.com
https://www.bundlestars.com
https://www.indiegala.com/
Steam allow game key redemption as long the keys are legitimate, and legitimate keys can be found in certain physical copies of these games or from trusted websites that Steam themselves have confirmed to be acceptable.
Unfortunately since these websites can at any point turn illegitimate then Steam would not want to advertise any of them, let alone that it'd also damage the sales if they're just going to advise people to resort to other places for discounted games. It's your job to search for what you want.
One good thing to remember is that when a website is censored, such as mentioning it in a post and it turns into a string of hearts emoji instead then that is because the website has been confirmed to be fraudulent and therefore Steam do not wish to associate with that at all.
Such as ♥♥♥.com or ♥♥♥♥♥♥♥.com.
Having that said though, websites that are not censored are websites that are either unknown to Steam or have yet to confirm their illegitimacy. It does not mean that they are trustworthy. Such as Humblebundle.com.
All Valve can do is block 'well known' sites that cause issues with keys etc. Mostly sites that either knowingly deal in stolen keys, or sites that deal with an 'ebay' like system, where users sell keys through the site.
At the end of the day, pay what you want and what you feel is right for what you are buying. From a financial standpoint, $40 for a game is NOTHING - the prices of games have gone down compared to the inflation rate for the past few decades - they should be a lot more expensive than they actually are.
But 'you takes your choice and you takes your risk' - people can try to persuade you away from certain places, but if you are determined to go there that is your risk. You would need to speak to each publisher individually to know which sites they deal with directly and which sites they don't provide keys to.
If the keys are directly from the publisher/developers they are always legitimate. If they won't tell you where the key comes from, or they admit that it comes from another user then they are NOT a legitimate key.
Greenmangaming.com is clear that they get their keys from the 500 odd developers/publishers/distributors that provide them their keys directly.
Bundlestars.com is owned and operated by Focus Multimedia a legitimate reseller of keys, and again has deals with developers and publishers.
GOG.com is owned by CD Project Red (a game developer) and has deals with many other publishers about their older games.
Humblestore.com again gets the keys directly from developers.
{LINK REMOVED}g2a.com gets the keys predominately from users selling to other users, this is NOT a legitimate reselling model.
And so on. Basically look at the sites. See where they get their keys from. If it's not the developer/publisher do not purchase from them. This is in no way difficult to work out.
isthereanydeal.com doesn't contain any illegitimate resellers that I've been able to find (I haven't checked all of them personally however and you should do your own research).