I imagine this is both part of Steam’s gradual drive to become an all-things-digital storefront and reflective of the fact that it’s happy to take 30% of any game anyone wants to sell via it, thus encouraging more people to make games is in its interest, but it’s definitely an odd one.
The latest addition to its digital racks are software tutorial videos; you can pay for instruction in the likes of Blender, zBrush or 3D Studio Max. Conceptually not a terrible idea, but fairly expensive given guides can be found for free and your YouTubes and what not.
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