they had hundreds of thousands of employees, and they didn't need to deal with all the digital shit we gotta deal with now.
They needed hundreds of thousands of employees because they didn't have "digital shit". Today, the entirety of Discover Financial Services is around 21k, and probably falling.
If Valve did it, it wouldn't be under the Valve organization anyways. It would be a subsidiary, and Valve has plenty of cash-flow to build it out.