I think they realise what a potential goldmine it is.... and yes I think they got the launch right this time and STEAM has helped them immeasurably I think in building audience.
but there are some imperfections that need fixing.
* Content - lack of (we know it's coming, but 90% will be from modders so they MUST encourage this)
* MP performance - frankly I'm AMAZED the game runs as well as it does with so little cpu usage and only 2GB memory.. incredible !
Once they can sort out the network overhead that seems to be swamping the dedicated servers, we'll be golden.
The 500K prize should go to someone capable of porting it to a truly multi-threaded 64bit Exe !!!

SJ