Sogi-Ya: Yeah, the Nazi party was Fascist, but THAT connection was not my intent; I honestly more associate Spain and Italy to it than the Nazis.
The Radical Steam community is a culture that embraces the mentality of "all will be well if you are with me" in support of a 3rd party that provides very little in return. You say that there is no nationalism in the Steam fanboy mentality, but I view Steam as a nation (in the conceptual sense) and the actions expressed fall in line.
We live in a world where currency is more virtual than physical, why can't nationalism be applied to a virtual entity as well?
The culture behind piracy openly identifys itself as Communist, while the "pay what you want" and crowd sourced concepts are clearly based on democracy, and the console wars are built around near nationalistic dedication to one platfor vs another (despite there being nothing preventing people from getting them all, outside of cost).
Because the fascist narrative doesn't rely on things "like" nationalism. Otherwise a monarchy would instantly be fascist in the modern sense (not just LIKE fascism). It's got all the elements, after all.
It relies on NATIONALISM, on "Blut und Boden" ideals. And Blut und Boden is about a PHYSICAL lineage with a long-lived history and a PHYSICAL place. The Japanese emperors had ruled those same islands for thousands of years. Can you even imagine a thousand years? It's like eternity. They "owned" those islands because there was a distinct relationship between "Nihon" and "Japanese archipelago".
That's the seed of fascism, not simple devotion to any ideal. You need to first be made to feel like one of the CHOSEN PEOPLE (i.e., member of restricted group that CANNOT, even if it wanted to, open its membership up. I.e., ancestry). Then you need to tie your CHOSEN PERSONHOOD to the CHOSEN LAND.
And then.... the rest writes itself. What are all these weird assholes doing in YOUR chosen land? They aren't one of the special people! You don't even have to ask. It's written in their ethnicity, in the way they dress, in their accents and deformities. And look how they try to -- sometimes succeed, too! -- dupe your brothers. You can trust no one you don't know as well as yourself. You cannot even trust yourself -- you have seen stronger men than you fall prey to the weaklings.
Contrast Steam. For Steam fanboys -- you're not the enemy until they feel threatened. And they don't ALWAYS feel threatened on all sides, like fascists do (a consequence of their bizarre worldview). They have allies everywhere and they feel that these allies can be trusted. Furthermore, ANYONE can become one of them. All they need is to "see the light". There is no possibility of redemption for a fascist's "untermenschen" -- they were born as animals and they will die as animals.
As a result, curiously, Steam has more in common with bog-standard Evangelical Christianity than the fascism-inspired offshoots of that religion.