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https://steamhost.cn/steamcommunity_com/app/440730/discussions/0/133257636764514257/
Sponsor in this case means they bought the game.
So, it is more like a marketing ploy to make people who really, REALLY love to customise their profile page to get special personal achievements by buying the game. Since most of them are big-time collectors, I guess they think they would have done it anyway.
Hmm, that makes it less of a "direct sale" but since the person needs to have the game, as you said, it is still an "incentive" to buy it and therefore give money to the developer... Idk.. it may not be ilegal by the Steam TOS and in this specific case I can't even state that the intent is bad... but it all feels shady to me... Specially since the person "asking for customization" can advertise their youtube channel, Twitter, Facebook page, etc....
And think about it... if "developers" are already making money by simply adding thousands of "cosmetic" achievements, imagine if others start to charge for this kind of customization... (I'd seen this kind of customization before - specially for Steam Groups - but rarely and when there weren't so many games with 1,000+ achievements to be customized....)
While we could say that people whore out themselves much worse ever since television was invented—and many of us could name at least a dozen internet personalities beyond PewDiePie who self-promote even more shamelessly like this dev—I can agree that it is not something that should be a trend.
On the other hand, this is exactly the type of gimmick you cannot really do many times; after all, people won't get more than one personalised achievement; or, if they do, they could just stick to the one game that gave it to them in the first place.
So, in a sense, it was rather clever, finding an opportunity that may not be exploited ever again and pulling it off in a manner that left most customers satisfied instead of feeling ripped off.
If it really would have been a buy-yourself-an-achievement fraud like the Social Interaction Simulator debacle… now, that is an entirely different can of worms.
Lets just hope it doesn't become a trend .__.