Seems they faced the doom I've often wondered about regarding Early Access games.
Once the media has already covered your early game, your fifteen minutes of fame are over and the next small game will shine. You don't get to go twice, so your early product better be a real hit or not be early at all.
Too much stuff on steam leads to lots of games being neglected and it doesn't get better with how Greenlight is doing right now.
This in general has been warned out about by more experienced indie developer whom have stated they hate having to use steam.
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