It's a comparatively new product, but it's not like it's something unsuccessful. It's attached to Steam, that everyone who ever had a computer knows about, and everyone has a couple of games there, it's being talked about very positively everywhere, and they're repeatedly gained positive reputation over pro-consumer practices they regularly employ, and they somehow evading being put on blast for the child gambling industry they operate.
They're known among gamers, which is indeed niche crowd, but also a crowd that is important here. They don't have the cultural grasp on humanity as Nintendo, or other two, but all of them shitting the bed constantly and publicly, while Valve is catching wins all over the place.