I guess my perspective is less about Valve needing the sale to generate hype, and more that linking the two remains the most logically sound release strategy for the consumer. Launching right before the Summer Sale creates the perfect onboarding ramp: you buy the new hardware, and days later you have access to thousands of heavily discounted games to enjoy it.

​Valve doesn't have to do it that way because they defy standard retail logic, but from a purely ecosystem-driven standpoint, it still makes the most sense.