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This is almost certainly tied to them getting acquired by Microsoft last year. As they've been gradually trying to detach from that service over the past few months.
- Fallout 76, which was initially exclusive to the launcher. Received a Steam release on April 2020. With the option to transfer your copy over.
- Some games that had features exclusive to Bethesda.net, such as The Evil Within. were transferred over to the Microsoft Store with said content intact.
- Deathloop was initially announced as using Bethesda.net, but it was changed to Steam at the last minute. Third-party key sellers had to switch over to that, and the retail version contains a key that gets converted to a Steam one when activated on the launcher.
- Not officially confirmed just yet, but i'd imagine the upcoming retail release of Ghostwire Tokyo will just cut out the middleman. and provide a straight Steam key in the box.
I suspect the same thing is going to happen to Battle.net once the Activision purchase is finished, which will definitely be an improvement in several cases. (Remember when Crash Bandicoot 4 inexplicably included always-online DRM?)