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The most likely reason is the publishers dictate it. Ok it is not even likely, I know so. Steam has nothing to do with it. All of those publishing rights are fixed for different markets and would be dictated to steam what they need to sell for in each market.
When it comes to physical vs digital, the physical items are a certain amount and retailers would kill the publishers if it undercuts them too much. So the publishers say well if a physical copy is this much then the download copy has to be this much.
If you make content, or items, you are beholden to the middle men. The retailers. Unless you are a digital middleman.
Take a look at the fight any music store has had, or amazon with book publishers.