What's especially amusing about Sweeney claiming that Deep Silver hasn't heard back from Valve is that larger publishers are assigned a person on the Steam Business team to handle their inquiries. Steam Direct folks, like myself, or otherwise "smaller" outfits, have access to a ticket system that is overseen by the Steam Biz team as opposed to Steam Support; publishers of particular note, however, are assigned a contact on the Steam Biz team that they can liaise with directly.
Deep Silver isn't the publisher of JaseC Test App. Deep Silver is one the largest "AAAish" publishers in the industry.
Edit: I should also note that the likes of Deep Silver have access to a wider range of options on the Steamworks site (e.g. the ability to generate region-specific licences). In fact, I'd put money on key generation being automatic.