Don't get me wrong, I do understand this kind of promotion as a viable business practice. It's just not very subtle, and it gets a bit tiring to see on various websites where Steam has a direct or indirect interest at stake.
It has a lot to do with the fact that people don't understand what they are talking about. It doesn't make sense to be afraid of something just because some other people are complaining about it.
I have nothing to do with Steam, I've never spoken to anyone other than support, and I have nothing at stake for promoting it or chastising it. The only reason I take the time to defend Steam is because I hate to watch people avoid something for reasons that don't actually exist.
I could care less whether you like steam or not, I just don't like watching people hate it because of some false or incomplete information. This is a basic philosophy behind every post I make on every forum I'm a member of. If you look at my posting history, you find me defending just about anything that I think people are misunderstanding.
Honestly, it's highly unlikely that Steam has sleeper affiliates that are regular members and posters on every major gaming board that just wait around for Steam topics to come up so that they can defend it. That's just not very effective or efficient. The vast majority of the people that defend Steam are just regular members that want to defend it.
People that are affiliated with Steam are usually fairly obvious, and would be obligated to be straightforward about their affiliation with the company, and might even be required by law to mention their affiliation every time they plug the product.
I really doubt that anyone in this thread is affiliated with Valve or Steam.