I'm curious what you mean by this.
Netflix only went the way it did because they were liscensing shows and movies from other publishers/studios who could have, and finally did, take their shit back and start their own subscription service.
It's not just Netflix that sucks now; it's the whole of legit streaming video services becoming what cable was that got Netflix popular to begin with.
This is unlikely to happen with Steam, given that competitors are already trying to do what they can similarly and it has yet to actually do anything.