The sales thanks to steam or the lost sales due to steam will not be the issue in the end, IMO, for the end users. Rather it will be the sales ignorant of steam. Fear 2 is a steamworks game and on its retail box it does not mention steam anywhere on the front of the box. It has the small steamworks logo on the back, sitting in with all the other logos like nvidia and Bink, and then the line "You must accept the enclosed License Agreement" under the system requirements. In the very small fine print: I'm sure civ5 will have pretty much the same fine print in regards to steamworks. I'm not trying to fear monger here, but I hope that anyone who could conceivably not consider the subscriber agreement to be acceptable would read the fine print on a game box before purchase. Although TF2 is not technically a steamworks game (I don't think), its box does not have any fineprint on it whatsoever about a steam subscriber agreement. It doesn't even mention the word steam once.