I’m not even sure if it’s love. When something is all you’ve known, you just view everything else as strange and inferior. When you have so many games and have had so many experiences on Steam, the cognitive dissonance of accepting that Valve is quite problematic could be hard to bear. Knowing that everybody around you praises Steam, with many turning to rage or even harassment when they see competitors like Epic, the fear of being ostracized and ending up in the same position as those competitors is also a strong factor at play.