Oh joy of joys, oh bliss, sweet bliss — the annual Steam Summer Sale is back again. As if Steam wasn’t glorious enough, once a year (well twice if you count the holiday sale) they run wild on their deep catalog of downloads and slash prices to insane degrees.

The sale runs until July 22nd and kicks off today with such deals as “Portal 2” for $4.99, “CoD Modern Warfare 3” for $29.99, and entire developer collections like Rockstar, Ubisoft and friggin Bethesda for severely reduced prices on complete collections and individual titles. That means you can buy “Skyrim,” “Fallout: New Vegas” (plus all the expansions), and “Brink” and “Hunted” thrown in for the hell of it for $49.99. It’s such an unbelievable deal, it should have an infomercial at 3 A.M.

Apparently, though, not everyone shares my enthusiasm over this epic event. Particularly, a rep from EA named David Demartini, who heads up the direct download service Origin. According to David, the Steam sale represents a desperate act that will ultimately hurt the industry by making gamers believe that there is no need to buy a game immediately if the same title is going to be available later at incredibly reduced prices. He even goes so far as to compare Steam to Target stores saying, “We’re not trying to be Target. We’re trying to be Nordstrom.”

Valve, being awesome, responds to this with the usual, saying that first day, first week, and even first month sales are all bigger than they have been in a while, and even remind Mr. Demartini that they offer their own titles on sale too, saying, “If we thought having a 75 per cent sale on ‘Portal 2’ would cheapen ‘Portal 2,’ we wouldn’t do it. We know there are all kinds of ways customers consume things, get value, come back, build franchises. We think lots of those things strengthen it.”

The thing is, of course, is that EA is right. If companies wanted to make more bottom line money, they would follow EA’s strategy. But that’s not the point, is it? This sale isn’t done for Valve’s benefit, or the benefit of the industry at large, but rather is ten measly days out of the year they set aside to do something just for gamers. As far as EA’s theory that they are trying to be Nordstrom, and Steam is Target, it doesn’t really hold water when you consider they are selling the same quality products. Also, doesn’t Nordstrom offer sales also?

But hey, picking on EA is like criticizing a Michael Bay movie. Too easy, and a little sad. No, instead, let’s continue to ignore the fact that EA has a stream service at all and focus on this incredible Steam Summer Sale, of which right now I would recommend jumping on the “Walking Dead Season Collection” and the almost unbelievable 24-game Valve complete pack. To quote Ferris Bueller: “It is so choice. If you have the means, I highly recommend picking one up.”