Jorev: ... But why would Bethesda limit themselves like this? ...
It's your guess. Money perhaps? :-)
Looks like Bethesda and Steam have done some calculations, estimations and, of course, negotiations and haggling, too, and then signed a contract.
If I were to guess: Steam wanted the monopoly for Bethesda products (we're not talking about Skyrim only, but, for example, about TES Online, too, and Fallout, ...), and Bethesda estimated the number of people who would pay for Bethesda products elsewhere except on Steam to be low - lower than the benefits they expected from selling, supporting and maintaining their products via Steam.