The famous digital game store, Steam, announced a Family Sharing plan that allows customers to authorize multiple devices to access their libraries of lendable game titles. In the same way that you can loan a physical copy of a book or a game, you can now lend digital downloads with others, making purchase decisions that much more informed. Is this limitless, you might ask? Well, yes. Your library can only be accessed by one person at a time, so if you want to log in and play a game, anybody else using your games will have to exit and log out (or just buy it for themselves). The program will go into limited beta next week, and it will be important to think about how brands and companies might be able to promote new games through this system when it gets further built out.