But they did it. They made it work. Somebody else might have, I suppose, but it was literally them. EA was trying hard to push online activations and failing miserably. Download managers paired with DRM were a dime a dozen and were not making a dent. It was Steam.
They took the most anticipated game in the PC landscape and acquired the most played mod, bundled them together with their trojan horse of a DRM-cum-online store and forced the entire PC community to buy into it or be unable to play the big stuff.
That´s what they actually did in the real world. I remember, I was there.
So given that Steam absolutely counts as "shitty DRM" in my book, I'm not sure your representation fits reality. Like I said above, I buy DRM-free games whenever possible and my Steam account is still growing way faster than my GOG account despite prioritizing GOG.