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Why can't I use swift to buy anything of eg steam? I genuinely don't know but there has to be a reason.
SWIFT is pretty low-level, e.g. a bank transfer you start in your bank app could be processed through SWIFT. But Valve probably doesn't want to deal with reconciliation of manual transfers, so they either use payment methods running on SWIFT or other options.
Good question why corporations turned to payment processors when we were simply able to wire money from our bank accounts to others.
Reconciliation is a big reason, people suck at copying a reference for their manual transfers.