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I bet the people buying and then selling the PS3 version to get an essentially free PC version will negate any profit from this promotion.
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There will be some but these people will most likely already have Steam accounts if they have the foresight to do this, which means that they either have already bought Steam games before or they are likely to in the future.
I just realised, I'm not sure why I'm quoting you if I'm commenting right after you...