I've been pretty much immune to impulse purchasing on Steam sales for the last few times they've rolled around. A significant part of this is down to my focus on physical collecting, but I also feel like the Steam sales these days really highlight the big problem with digital platforms in general: curation (or the lack thereof) and discovery.
It used to be that interesting things in the Steam sale spread virally, and before long everyone owned a copy. It's how stuff like Recettear came to be so legendary; somehow I suspect if that game were released today, it would disappear without trace, however good it is.
Part of this was down to the fact that the store was simply less crowded, and thus things that stood out in some way — the aforementioned Recettear was, I believe, the first localised Japanese doujin title to hit the platform, for example — were easier to stumble across, simply by virtue of the fact that they looked different and intriguing.
Nowadays, however, the front page of Steam is cluttered with the biggest triple-A releases that don't have particularly generous discounts on them and, in the case of the platform's "personal recommendations" feature, games that I already own on other platforms. I guess there's something to be said for the fact that Steam's algorithms correctly understand my tastes, but it wouldn't hurt for it to maybe recommend something a little off the beaten track. Something as simple as an "I already own this elsewhere" button would be helpful — I actually don't know if that's already a thing, because it certainly isn't obvious if it is.
Anyway, the main issue I find is that I'm presented with the front page of the sale and I have no idea where to go from there. The genre labels are misapplied, meaning that stuff like "adventure" includes both third-person action games and actual adventure games, to name just one annoying example. Navigation within those categories is a clumsy nightmare. And the whole thing seems to be wrapped in some sort of stupid metagame that makes it all way more confusing to navigate than it needs to be.
Steam, like many other platforms — be they digital downloads or social media — has become less and less appealing the more features they've added. The trading card and achievement features have encouraged developers to put out low-effort crap — and for people to buy it "just for the cards". The "badges" system for user reviews encourages people to write "funny" (and I use the term loosely) reviews rather than anything helpful and meaningful — or to mock reviews that do take things a bit more seriously.
The one thing I do like is the Points Shop, which allows you to customise your profile with graphics and stuff from your favourite games, but even that is flawed — navigating the catalogue is a roll of the dice at best if you're looking for something specific, and who looks at anyone else's Steam profiles anyway?
Ah well. I should be grateful that my wallet is safe from Gaben's temptations… although my lack of spending in Steam sales does tend to mean that I spend more on limited-run editions of Switch games… so I'm not sure I'm really winning anything, after all! At least my shelves are well-stocked!