We haven't removed any option - as for providing steam keys for people who already own the game we'll look into it and go from there.
Michael
Here is a very good reason to provide steam keys for everyone that already has it.
Once our friends see what we're playing they'll become interested. Yes we can 'advertise' that by adding it as a non-steam game, but here's something that a non-steam game CANNOT do. It CANNOT be viewed by your friend who wants to jump into your 'stream' and see what you're playing?
Not sure if you know of that feature, it was added recently to Steam, but you can view your friend's game screen, just as if you were sitting in front of their monitor, and see what they're playing, doing, etc. If people were able to see how awesome Elite was and what kind of things you could do in it, it would do WONDERS to convince people to get it for themselves.