Valve never intended for deadlock to have as much media coverage as it did. It happened anyways because a media outlet chose to ignore the informal NDA message that popped up when launching the game. The message was removed shortly after the incident.
Visa/MC make up most of their income. They were given the ultimatum of either banning a small group of games, or losing the ability to process payments almost entirely. Itch is not the problem here.
This will put pressure on studios that make E and T rated games with loot boxes (for example: Fifa). Now they have to decide between letting the game get bumped up to a M rating, losing initial sales of the game, or removing loot boxes and other gambling features.
Valve never intended for deadlock to have as much media coverage as it did. It happened anyways because a media outlet chose to ignore the informal NDA message that popped up when launching the game. The message was removed shortly after the incident.