I almost posted that story yesterday when it appeared on EG with angry headlines, until I finished reading the EG article and comments...everyone was told about this requirement when they bought the game! That Tweet says a 'small box' but it's the standard, prominent highlight used by Steam to inform users of extra requirements.
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Here's exactly the same thing for an XBox game on Steam...
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So the primary outrage here is Steam users not paying attention to their own interface and Valve's efforts to ensure publishers inform users of extra requirements.
That said, there is a real problem with the international audience as described, Steam supporting more countries that PSN or XBL etc do. Selling games to people that can't use it later on because they can't get a PSN account is absolutely wrong. Thankfully Valve will have their backs and at least support refunds, and they are big enough to take Sony to task over this.
With these new extra account requirements coming from all direction (a complete reversal of the progress from 20 years that eliminated all those different accounts!), Steam also needs to integrate a platform check if users can use games or not. Both PSN and XBLive have country limits, and Steam users in those nations don't necessarily know that up front. I think what's needed is a registered and linked PSN/XB account on Steam
before games needing those can be purchased, and a stronger highlight for games that this account will be required in perpetuity (until the game is closed down...)