The only thing having a native steam game gets you is the community submitted layouts for steam input, and you can get those pretty easily with some messing with game titles. Even without any of that, though, you can edit the controls to whatever you want.
Instagram has it’s fair share of blame for the trend, but I don’t think they were the progenitor, as it were. Snapchat was far more heavy-handed with face altering filters from the get-go, as I remember it. Instagram was mostly just the “old-school” sepia tone, black-and-white type filters for the most part until that picked up.