You know prices on steam are really region dependent.
Here's an example, my friend is in USA, Dark Souls II is $50 for him on steam while it's $20 for me (I live in Georgia, the COUNTRY) and even sales are different. And I find that prices on steam are relatively cheap compared to other stores like humble bundle and Origins or G2A or even GOG, it may still be because of where I live (because EVERYTHING is cheaper on steam for me) except for some AAA titles like COD and Assassin's Creed.
I also find Steam to be a better store than any other mainly because there are many sales and frequent at that.
I can't comment about Stores (real life ones) because there are none here, but I think they'll be selling games at maximum price and nobody will buy them because there's a huge Pirate market here. (Literally, Georgian Internet space is full of everything for free, cracked games, movies, animes, videos, programs) and the law that forbids such things is not being enforced, I'm going off subject here so I'll stop here. 😀