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Haha that was the first thing that came to mind when I saw this XD

I think this is the first time it's free on steam. But it was free on HB before...

Or maybe reason is that Valve requires you to give away on Steam too if you give on another site.

Even the game gave itself away - there's a couple of hidden files in the game that include a list of Steam keys which used to be refreshed every so often when there was a major patch, though they're probably not updating those anymore now they're giving it away more conventionally.