Developers might need to switch focus from retailers to players
I see a lot of ppl aiming for steam, or desustra, or whatever.
When actually HTML5's strength is that you can fully intricate your game within your website, and manage players and monetization from here.
Consider the platform you're using first. Then you'll find the best ways to monetize according to said platform.
A C2 game in steam... I honstely don't really see the point.
From a new player's perspective, it would require the user to download steam, make a steam account, download your wrapped game, and then play.
Now consider your game is on your website.
The new player arrives on your website with an up to date/recent browser, loads the part of the game you allowed him to play, plays it.
From there, you can ask him to give money, to register on the website to play more, and eventualy in the future your other games, etc...
Steam is by no mean a end in itself. it's good for "old business model".
HTML5 can allow us to use a different business model that still appeals to the player and still makes money.