Graphics card marketing teams have entered their villain era. NVIDIA and AMD keep slapping new acronyms on upscaling tech and claiming each one "looks better than native resolution!" First DLSS supposedly beats native rendering, now DLAA is supposedly better than TAA. Next they'll tell us 720p with DLSS 17 looks better than looking at things with your actual eyeballs. The gaming industry has basically turned into "why render at 4K when you can render at 1080p and let AI hallucinate the rest?" Sure, the performance gains are real, but calling upscaled imagery "better than native" is like saying instant coffee tastes better than freshly ground beans. Marketing departments are out here gaslighting us into thinking less is more.

You know what's wild? Epic, EA, Ubisoft, and everyone else saw Steam's 30% cut and thought "we can do better!" Then they proceeded to launch storefronts with missing features, terrible UX, and the performance of a potato running Crysis. Steam's "monopoly" isn't because they're evil—it's because they actually built something people don't hate using. Cloud saves that work, a refund policy that doesn't require a lawyer, community features, and a client that doesn't feel like it was coded during a hackathon at 3 AM. Meanwhile, Epic buys exclusives instead of fixing their shopping cart. Origin somehow made buying games feel like filing taxes. And don't even get me started on the Microsoft Store, which still can't figure out where it installed your game. Competition is great when the competitors aren't speedrunning how to alienate users. Build something actually good, and gamers will show up. Until then, Gabe Newell gets to keep printing money.