My two cents here. I think we as a community need to make this a positive environment for the new steam players should be priority #1.
Get them into squads, help them learn and succeed on the battlefield. Get them on discord... I'm still somewhat new to this game but comms on discord made this game even more enjoyable.
I understand things need to be tweaked with damage, population, ui, etc.
hopefully with a high user retention of steam players will allow enough capital for the rats to bring on more staff to address the issues people have been complaining about.