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Pay the fee = Sell on the storefront, it's that simple.
It could be pretty hard to get your game on Steam legitimately through the old greenlight process so many devs were making under the table shady deals like keys for upvotes so something like this had to be done.
Whether this is a good or bad thing in the end remains to be seen I suppose.
It does. In the announcement it said you have to have a Steam page for at least a few weeks so users can point out problematic content Valve's staff might miss.
You just have to check the upcoming games.