Indeed, it has nothing to do with second hand games, it's all about bulk buying and reselling at very low prices.
And they even might take a small loss every now and then by selling keys under the cost price, to avoid making an even bigger loss when they don't sell (many/any) keys at all.
Vstep of course can't sell physical copies that cheap, they have to actually be made and distributed. And if they lower the price on the download versions of their products then there's an unfair different between that and the box versions. Not as straight forward as it might seem.
But 20 euros for a few ships and some missions, in the day and age where entire games sell for a few euros via steam and the likes, that's maybe a little steep in comparison to the other prices elsewhere, for certain.
Let's hope there might be a little adjustment there, to make it a little more realistic, and most of all, attractive for people to buy.
Fred.
Oh and p.s., Steam doesn't have advertising? They're basically a shop. Everything they do and show is basically advertising. Of course not during the playing of games, but everything else in their application and on their website is one big advert for thousands of games, for many many many developers and publishers.