Valve never intended for deadlock to have as much media coverage as it did. It happened anyways because a media outlet chose to ignore the informal NDA message that popped up when launching the game. The message was removed shortly after the incident.

Dark traffic?!?! LMAO. Can we start calling malicious ads dark advertising?

Visa/MC make up most of their income. They were given the ultimatum of either banning a small group of games, or losing the ability to process payments almost entirely. Itch is not the problem here.