A) funny how that works with Steam everytime. "We don't need Steam" > sales plummet > "Release on Steam in 60 days"
B) I don't think releasing the game on Steam will save them here, from what I've seen it's just a bad game plain and simple. It will maybe fill the gap a bit but probably not by enough to actually achieve the sales numbers they would like to see.
I'd argue in the states you can lick those you really shouldn't because it will instantly freeze your tongue off