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I feel like this would benefit everyone, it would create an interest in interacting with the marketplace, giving steam money from the percentages of digital sales, it would give people a reason to craft badges, it would also mean people would try to craft the badge to multiple levels in order to try and get different shinies, then people would want to trade for missing ones.
I don't see how this would be a bad move on valve's part, as they could be the distributor, the developer would also see a much higher income from their cut in the marketplace sales and it would bring attention to the games to the world outside of steam.