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It was when they were forced to accept refunds.
The next year the Steam sale did away with flash sales and all the discounts were noticeably less.
Games would go on sale for example 50% off and people would buy them. Then they would have a flash sale for 90% off. People who bought the game for 50% off then refunded and bought it at 90% off. This resulted in lots of refunds steam had to process. Since they couldn’t get rid of refunding games they got rid of flash sales.