I don't think Valve did anything but make a good business case.
As an evil (dangerously evil) greedy capitalist, I am a huge Valve fanboy. Don't think of Impulse as "good" and Steam as "evil". Think of them as both "good" or both as "evil". Or maybe one less evil than the other but still.
Most people don't know this but Stardock makes millions a year from our technology being preloaded on various pieces of hardware and software. It's a big part of our business. So when I say that I have first hand experience at what happens when someone dominates I mean that.
Back in the 90s, Microsoft was beloved. Adored by fans. They could do no wrong. And they basically gave away software and Windows itself. Great guys. HP and Dell and Compaq and Gateway and so on could all do whatever they wanted with Windows because there was an alternative -- OS/2. Even though OS/2 was tiny as a percent, it was an alternative OEMs could pick.
Once OS/2 was gone, now, if you want to do anything on first boot, you have to pay or negotiate with Microsoft (who no longer gives things away but instead charges $60+ for Windows 7). Windows 7 Basic doesn't even let you change your wallpaper.
Microsoft isn't evil. I always related more with Microsoft (makers of Windows) than IBM (makers of OS/2). Business is run based on the concept of leverage. If you have it, you use it. If Impulse gets 70%+ of the market at some point (and before you think Steam has it won, late Summer you'll see some announcements that will call this into question), I'll help lead the boycott of any third-party exclusives.
Firaxis is a great company. I've had friends there for years. The original Civilization is what got me into programming PC games in the first place. My college degree was in EE but so obsessed was I on having a Civilization set in space that I picked up Teach Yourself C in 21 days to learn how to program GALACTIC Civilizations (I'm not very clever on naming).
Sid Meier is my god. The Elemental team has a print out from his various lectures he gave this past Winter (Mr. Meier went on an extended speaking tour on game design, we took notes, wrote a bible out of it and use it).
Guys like Jon Shafer (lead designer) who came from the modding community are OUR guys. If you're not in the gaming industry, it's hard to explain but it's a very small community. If we were all located locally, Soren, Jon, myself, Chris Taylor and so forth would be hanging out watching Lost or whatever.
The industry, by contrast, is very different from "our guys". And I can't go into too much detail on that because, well, I have enough business sense than to talk about it. But suffice to say, the decision makers are largely focused on making their "number" (defined as revenue generated in a given quarter). Most of my career has profited from that kind of short-sighted thinking. That's why I'm "rich" despite being an engineer. That's why I get to mouth off on forums with you guys rather being silenced by "the suits". Most people think Stardock is tiny as opposed to being in roughly the same category as Valve in size. Companies often don't think long term and it catches up to them.
I love and support Impulse for the same reason thousands/millions of others do - because they realize it's the PC platform's last best hope for it to remain an open platform. Direct2Drive and whatnot may talk about this or that but at the end of the day, everyone, publishers and gamers alike, know that the PC market will boil down to what platforms are available and the choices between them.
As a gamer, I only want to pay for stuff that I want in a game and not a cent more. I don't want features to be mandated by a third party. Right now, it's still an open platform. But as the OS wars showed, it isn't necessarily certain it will stay that way.
Anyway, like me you can love Firaxis and love Sid Meier but still disagree and object to forcing users to create a store account in order to play what is predominantly single player game, a decision that was certainly (in my opinion) not made by Firaxis.