Steam pricing in Europe went from good to poor after they decided to implement the 1 € = 1 $ pricing scheme around new year.
This happened at the same time that they introduced the € as currency for everyone in Europe but UK residents, even for countries that do not use the euro. There's a long topic
of complaints and documentation about this on the Steam forums.
Up until this change I would usually buy from Steam since it was cheaper or the same price as any other place, with the digital distribution as a bonus. Now I'll only buy from Steam if there's no other option available.
Despite Valve's reputation as an open company, there's currently been no official comment regarding this change.