MaxFulvus: Fall and Winter sales were very closed each other. A Xmas sale is maybe too much, no ?
That's where I'm at. For all we know (and we don't), this might be an attempt to gather some numbers to compare figures from sales before the holiday (this year) to sales that spanned over the holiday (some other years?). And from there, they can tweak things for next year. It may turn out that a pre-holiday and pre-Steam sale gives better results. Or it may not - they don't exactly share that info with us so it's all speculation and anecdotes.
But yeah, for this year piling a third big sale on top of the other two that were already so close to each in both scope and calendar-wise... to me, it would have been sales fatigue. As it was, I all-but-ignored that 2nd Holiday sale.