See, this is exactly the kind of thing that the EA PR department should take note of. This is how you endear people to you and make them actually want to give you money. I have no doubts that Valve is run with a goal of making as much money as they can, in the same way that EA do. The difference, however, is that Valve are capable of doing this without making the entire gaming community hate them for it, because actually they seem to genuinely care about there customers. Whether they do or not is irrelevant, it's all about perception. Would you rather give money to someone who has openly admitted that they will try to fleece you for every penny they can, or someone that offers you a bloody good deal on a game whilst being friendly about it?
I think I rambled on a bit there. Basically, this is how companies should talk to the public if they want people to want to give them money.