That's specifically what he's aiming to do.

GOG has a new owner and CEO and he's read the room in gaming journalism. He needs to make sure people understand that this isnt some Embracer Group buyout situation, and he's doing that by specifically targeting Valve's shortcomings:

• DRM and questions of ownership
• Contracts starting at a 70/30 split
• Censorship of adult content

This is exactly what competing with Valve looks like. They just need to stick the landing.