I actually like Valve for these types of experiments. They tried something, which I didn't care for, and there was backlash so they promptly killed the program. A program like this has never been done before. Valve is out in open seas with regard to digital distribution, so there isn't a guide to follow. Everything they do is new and innovative and may fail miserably. Its good that they listen to the community and are quick to kill off things that their community dislikes.
I've actually gained some respect for Valve for their quick response. I don't harbor any animosity to them for this experiment.