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As for the refund question... A person can review a game before they refund it. If they so choose.
You could do a stub of a review before refunding and beef it up later.
However, that doesn't change what's shown at the top of the page, and it doesn't change what's shown in search results.
How about Steam give us this option but have it be a permanent one in user settings?
Instead of being something you have to scroll down and manually do every time you want to know.
Devs could just as easily pay people to buy the game direct from Steam. The keys they get aren't free, after all, are they? It's lost profit either way.
You're also losing all of the reviews from legitimate owners of a game who may have got it from Humble Bundle or some other bundle site. Which I would imagine would be a much larger number of people than whatever free keys got handed out.
So, really all that's happening is you're losing a large portion of the sample size (sometimes even over 50% of available reviews) many of which come from a much wider array of game players.
With the amount of people who wait for deals and shop on places other than Steam nowadays, those reviews should absolutely be included. Especially with something like Humble Monthly existing, where people can get a 10% discount if they don't buy directly from Steam...
On top of all that, I'm also just kind of annoyed that if I review something it won't be counted just because I bought it from another storefront. My review is essentially considered worthless, just because I didn't buy the game directly from Valve. It's a bunch of nonsense. To me, It makes the Steam reviews more worthless than they've ever been before, and that's saying something.
That's probably not gonna happen.
No, the keys they get are 100% free.
Basically if they make people buy through the Steam store it costs them 30% of the games price per copy that they don't get back. If they give someone a key it costs them nothing as Steam will generate effectively unlimited keys for a developer for no cost.
Sure in both cases they aren't getting profit for the sale, but usually the people they are giving these keys to for reviews aren't people that typically would buy their game anyway. Think of a bot farm of accounts whose sole purpose is to rate up a game using free keys. They'll never actually play the games merely idle for a random number of hours to make the review look legit.