Rilus, it's called giving people a "choice" and that is even more of an important part of the anti-corporation, anti-RIAA fight. Valve doesn't give people a choice in the matter whereas before they did. If they are not going to give them a choice then they better start listening to those people who dislike Steam and finding alternative ways that they can offer the games to them. If anything they are losing customers because of it. All we are saying when we say "it worked before, let's go back" is that we know it technically feasible, so why not offer an alternative way for those who dislike using Steam? As I said before, I'm no game developer, but I believe they could achieve functionality for Steam that would make both sides happy.
As for those who are saying you can use ASE to launch games, yes that's correct but you still have to have Steam started first to do so, don't you? Correct me if I'm wrong with this. That's part of the problem since people prefer not running Steam in the first place. As far as I'm aware, there is no way to launch a game without having Steam running. Once again, correct me if I'm wrong on this.