They released HL2 as a Steam exclusive (IIRC), and your description of Linux now was how you'd describe Steam then (not great, a headache). It won Steam lots of friends and set it on its money-printing way.
I'll be the first to agree that there isn't much on the line for Valve now, given that Microsoft has pulled back from the more extreme plans of Windows-Store-exclusivity fuckery, which was an existential threat to Valve.