I wouldn't call any major corporation benevolent or malevolent, they're effectively amoral entities. They're your "friend" so long as they stand to profit from you.
Anyway, Steam users are also paying to consume the game, even if they don't own it. And I really doubt the 2% of their users read even the first paragraph of the EULA contract (where they do specify the above, yep I read it.)
You wouldn't lose much by rewriting the definition of "malevolent" on the dictionary with those words above.