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http://www.steampowered.com/steamworks/FAQ.php
Forgive me having a blonde moment here, but do you mean Steam gets 30%, or the developer gets 30%?
It ends up being basically the same total margins as selling a title in retail. It was so that you didn't get retail partners angry that the digital store's margins were better for the seller which might make them favor digital distirbution over retail.
Feel free to go elsewhere with your game.