Because game vendors think they can double dip. As mentioned in another post, all of the Firaxis games worked
brilliantly on GFN, but despite the fact that it's my own copy that I'm playing, in my own Steam account, Firaxis decided that they would remove all of their games from GFN unless they get a payoff.
It's notable that legally Firaxis (and the other sleazy scumbags) largely have no legal basis, but nvidia decided not to make enemies and let them do this.
As a result, I have bought no additional Civ expansions, and will never buy another Firaxis game.