Sigh...it's hilarious that Zenimax was able to link your account with them to Steam. Yet every other company seems to be too incompetent (or lazy) to do the same.
Like, talk about being completely ignorant to the passive marketing. You don't think people are going to be influenced on whether or not to play an MMO by the number of daily active users? You'd think every company moving their MMO to Steam would be delighted to nudge every one of their "OG" players to use Steam to increase the metric there; thus influencing people looking for a 'popular game' to play.
BTW: If you're not aware, Zenimax moved ESO to Steam after it had already been F2P, and they didn't make you rebuy the game. They literally did it for FREE. And yes, I know FF14 and EVE also never allowed linking. I think they're stupid too.