I guess they're bleeding players left and right so this is the last resort. Shame I can't link my ArenaNet account on Steam bu I won't be buying the same game twice.
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I don't really think the game is actually bleeding players, I think what's happening is the game isn't getting a lot of new players so they feel Steam has major potential to bringing large amount of new players in. The game is one of the best MMORPG's on the market today with one of the largest populations so adding it to Steam is a good idea.
And yes unfortunately it does suck that existing players won't be able to link their accounts to Steam.
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I don't know about bringing back old players but I'm pretty sure this is going to bring in a large amount of new players. It's a good MMORPG and you can play it for free and if you like it purchase the upgrade. The game launches on Steam tomorrow so we'll see over the next few weeks how things go.
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I have to say I couldn't believe it when I saw it on Steam but it's true. Next month Guild Wars 2 will be coming to Steam.
https://store.steampowered.com/app/1284210/Guild_Wars_2/
Apparently it will be getting it's 3rd expansion, End Of Dragons next year as well. For anyone interested here's the teaser trailer.
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