It is exactly that simple. We gave Steam keys to GG to distribute to all their CK2 customers, as many as they asked for, over and over. This system worked perfectly fine until the new owners of GG arrived, and for reasons that no-one understands decided to become utterly obstructive all of a sudden.
We can't give out a second set of Steam keys, if that's what you are suggesting - making $0 from each of those sales is one thing, but making an actual dollar loss ... well, I don't think anyone would expect us to swallow that. All I can wonder is, what are GG doing wth all those keys we give them, that they are not handing out to their customers? They somehow manage to claim simultaneously that they keep running out of keys to give out, and that they are not authorised to give keys out ... ?!?