The store website is down 
wait.... so we get a new key for a game? so anyone can give this key to a friend that don't own Elite...
Note: the key you generate will add Elite: Dangerous to any Steam library but WILL NOT grant access to the game without an existing registered Frontier account and copy of the game. For this reason, please don’t give your keys away to friends! They won’t be able to play without having already bought the game from Steam or the EliteDangerous.com store!
wait.... so we get a new key for a game? so anyone can give this key to a friend that don't own Elite...
Already answered by Edward Lewis' first post. At the bottom.
You get a Steam key, not a second FD account.wait.... so we get a new key for a game? so anyone can give this key to a friend that don't own Elite...
Even though you gave this key to your friend, it's still linked with your Elite: Dangerous account, even if your friend downloaded and tried to play the game, he would need to have an E: D account which has a E: D license.wait.... so we get a new key for a game? so anyone can give this key to a friend that don't own Elite...
Thanks a lot guys. Well, the store is flooded now.. lol
I can't get through.
this may sound stupid but are the saves linked? like if i play on steam and then by chance log into the direct launcher a separate time, will my save from steam leave me when i log into other launcher?
i hope that came out correctly
This won't affect how much you pay for the game or for paint jobs, but sticking with the EliteDangerous.com store remains the best way to support ongoing development with 100 percent of your money on future purchases. We especially appreciate it when you buy direct from us, but we're happy for you to play how and where you like.
I expect that generating steam keys is free, but by doing so any future FD store purchases become subject to the "valve tax". A bit of confirmation on that point wouldn't hurt but it makes sense to me.
Er, what? The post you quoted states in plain text that you can continue to purchase from Frontier's store.
According to the post, generating a Steam key has no effect on anything. If you continue to buy from the Frontier store, Frontier gets 100% of the payment amount, Steam key or not doesn't matter.
The way I read "but sticking with the EliteDangerous.com store remains the best way to support ongoing development with 100 percent of your money on future purchases." implied that using the steam option would result in less than 100% going to ongoing development.
Yeah, that's a fair interpretation. We don't think of it as a tax though, just part of working with third party retailers.
Ed just clarified this two posts up.