...And totally messed with regional pricing.
Well, to be exact, they made the same price for everyone. Including Russia, Brasilia, Indonesia, etc, who never ever seen anything remotely close to this.
Right now it's most expensive game on Russian Steam, with 150% margin to any other game.
Steam forums boiling with rage and WTF questions. Moderators claims that they cannot be responsible and suggests to register at the official game forums and write there.
Too bad. But fun!