There definitely seems to be some marketing stuff going on. As of this writing, Direct2Drive.co.uk still shows Brink, Hunted: The Demon's Forge and Alice: Madness Returns prominently as "not available on Steam". Never mind that all of those games are readily available on Steam.
My advice to anyone trying to get some of the digital distribution pie that Steam currently owns: first deliver the goods, and then write your press releases. I still remember a Microsoft press release that said that "Games for Windows Live is going to show our strong support for the PC platform".
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