The extra awesomeness is that you can enter the serial number once you buy it to steam and it registers through steam, letting you download it later via steam as well as giving you steamworks awesomeness. Pretty awesome considering it is still $50 if you buy it through steam.
That's pretty impressive especially considering it was the week before xmas. Server queues are pretty reasonable now too so they seem to have done a good job with the launch.
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