It is, but steam does have its own form of advertising. Their front page is all ads for games and sales, go to your library there is ads for updates for your games.
It just seems to be acceptable since it’s their ecosystem content, but it’s still ads for all intent and purposes.
Ads are ads, just because it from the same ecosystem is moot.
so should Steam not have any game discovery features? Is it bad for Steam to display "trending games" because it's technically advertising them by showcasing them?
Except it’s for any “game news”….., so if they are peddling another game of theirs, it shows up there as well. Or we are selling a plushie, it’s there in the same place. It’s not just patch notes dude… and never has been either.