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also it's funny that valve is now reusing the fake summer sale game artwork for steamworks documentation purposes
Personally, I don't mind (actually quite like?) the "Steam Festival Fest" text, especially for smaller focused sales. Some sales use the store page banner to promote the sale but I'm sure that it isn't all of them as it's optional. That makes it harder to find other games in the same focused sale.
If you don't want to allow this visual element on capsules (understandable, it's a visual mess), could you provide a way to show that a specific game is a part of a sale page? An icon before the ds_options dropdown on capsules leading to the sale page (or a dropdown with sale pages if multiple) would be good for finding these sale pages.
https://memes.getyarn.io/yarn-meme/48e2717d-8a47-4c43-b706-14787c003480
Little details like this that show a concern for clarity and consistency make a huge difference.