The indie guys are getting the wrong kind of exposure.
People are buying the games, getting the Potatoes and never playing them again. They are exploiting them with savefiles that get you all the achievements and completition rates, getting frustrated, etc and taking the fun out of them, just read through the thread.
Its a cool thing for Valve to do, other devs are getting money, but sometimes they should wonder if the people buying them are really getting the best out of them. If i was a dev i would make games for people to play, not only to unlock stuff in some other, supposedly better game and never touch that thing again.
The whole thing is really weird when you think about it.