What is the problem though?
They still hold the annual sales exactly during the same seasons as they always have.
They also have small sales every week,
Sure, they're nothing special, but the point is there's alöways something.
They're being scarce with the major sales for a reason.
That reason is to give the customer more "pressure" to buy things because they won't know when the next chance will come.
If they threw sales more than 4 times a year, people wouldn't necessarily even care, because they can always skip a discount with the mentality of "meh it'll be cheaper in the next month or two"
But real talk though, who the fuck buys games directly from steam anymore?