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To be fair, only a handful of publishers were able to take their cards and go elsewhere. The media companies were a lot more on top of dragging their products off of Netflix.
Nobody would be on steam just for Valve games, after all, and indie has a much lower barrier of entry.
While they could certainly distribute their current products better, a lot of the issues they have now (see: belated frogs comment) aren’t things they really had control over.
Advertisers are the best at spreading word.
It’s probably why award shows (which are also smothered with ads) get so much publicity.