From my perspective its because they're still somehow not even among the worst. Their only way of advertising their gambling is by giving the player a crate. This crate can be opened for $2.50, or sold on the marketplace to someone else who wants to open it. This money can be spent on buying real games.

In cod, you get full screen advertisements on the regular for $10+ skin bundles. In almost every game as a service you get progress in a battle pass that ALWAYS directly contrasts your usually untradeable rewards with what you could be getting if you paid this month's subscription fee.

Valve does have a scummy system, but they make it less annoying and if you choose to not participate you usually benefit with real funds to use on steam. Its hard to hate that over the aggressive advertising of its competitors.

All IMO, though. I'm no psychologist.

I don't want to defend them too much but honestly out of all the loot boxes out there theirs is the least bad. You can even just sell the boxes you get for free by playing and buy shit (on Steam) with the money.

For most people it's harder to hate Valve with the positive things they do. Obviously they shouldn't get a pass for this, but forming a conflicted opinion seems to be against human nature.

Brand and billionaire loyalty.

They do.

Advertising and marketing, and a lot of it. There's always a few puff pieces per week.

Steam makes so much fucking money and Gaben is enjoying the soft monopoly he has just as much as Microsoft and Nintendo. Gabens mega yatchs cost an estimated 100 to 150 million just in yearly maintenance. He has 8 of them (worth 1 billion in total).