Actually, good will is very important for PC-centric devs. When PC gamers feel they're being treated well, they're less likely to pirate, more likely to spread the word to their friends, and more likely to support games with mods. The PC gaming scene does not revolve around 100 million dollar advertising campaigns, it revolves around social networking. Tripwire and CDProjekt are in the positions they are in large part due to how they've treated the PC gaming community. Valve would not have near so many people clamoring for a Steamworks future or auto-prepurchasing every Valve game or preferring Steam over other DD services at the same price if not for the good will they've built up.
Gabe talks about this himself in that recent high school conference call. He talked extensively about how successfully leveraging the PC gaming community is so much more important and effective than throwing money at advertising campaigns.