Valve is the only one doing this: from the smallest indie market to bigger AAA driven one. Your assumption that the market value is baseless.
The account limitations came after many other choices that Valve took to reach the point they are: it would be foolish to underestimate their cunning.
Priority for any market is to increase the perceived value amongst customers: you can't just roll around and hope for the best. "Only rich can do x" is the safest route to be kept in your place.
What hurt developer is when customers don't open their wallet at all: fast food chains earn lot more than fine restaurant because people open their wallet a lot more (for small amount) compared to expensive restaurant.
You don't need to become a fastfood of gaming, but you need to understand the process of what move money: people will and perception.