They are just redoing the social side of things, I guess that is what they are pushing hard recently, since the Steam Holiday Sales was all about the Community pages. Commenting on profiles, screenshots, joining groups etc.
Ahh okay, not something I have ever bothered with in Steam..I guess from apart from Chat that is little social interaction...start game, log on Mumble, job done.
Oh well, it can't hurt for them to try something new and one stopish.
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