To emwork, it's a bit more than just a game store. It serves as a game library and games community system. Easy to keep track of all the games you have (so you don't lose or forget any), and you can add your friends, see what they have and what they're playing, and join along with them.
If I'm playing Dungeon Defenders and a friend jumps in the game, I Ctrl + Tab to open the Steam console and I invite them to my game.
And I stay away from iTunes as much as I can.











