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51Y

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.

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31Y

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.

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