Steam version, Pre-Order, and CE

[ZephyrAM]

Clearly you have never bought the boxed version of Skyrim, or the multitude of other physical games that can be activated via Steam.
It's not possible with Heavensward simply because Valve doesn't want to do it, because unlike Skyrim where ALL physical copies had to be activated via Steam, FFXIV has other methods, and the gigantic mass of donut batter known as Gaben doesn't like that. Steam has to get it's cut where it can.

That's why we're confused.

Actually I think you answered your own question on the issue.

You're not confused, it's hopeful denial. And I don't mean that to be insulting, gods know we all feel it at times.