Qbix: Oh no,
they don't think that it is fun. They think it is more money and see if we can get away with it.
Not sure it's Valve that thought they could get away with it, though. As Vandal pointed out, the publishers themselves are likely well aware of this - nothing's stopping them from selling the titles at the same price as retail. And indeed, in some cases, that's exactly what's happening. The Witcher: EE, for instance, is half an euro cheaper than at retail.
Sure, it's still pretty silly that digital goods sell for the same as the boxed versions, but that's mostly the doing of retailers, as far as I'm aware.