tbh, a lot of big players (Microsoft, Facebook, Google) host a lot of AI stuff on huggingface and quite likely have to pay for that.
Also they had a few successful funding rounds, last one led by Salesforce.
Also Amazon is invested in them, probably offering a lot to them for free or discounted.
When a new game is released I usually check if it's steam deck compatible, if it isn't for no specific reason (like, a 2d platformer, I'm not going to expect a high fidelity 3d game to work) I'm way less inclined to buy it. The market is there and really should be picked up.