"It's only 100 dollars" they said, "it goes to charity" they said, "you get to submit games indefinitely" they said.
You didn't read it properly:
"The fee is likely to prove a point of contention. Under Greenlight, developers pay a one-off $100 fee, under which they can then submit as many apps as they please. The new fee will be per project. Valve says that the new fee will likely be higher than $100, and is considering anything up to $5,000. The firm says it wants to find a balance between allowing struggling but talented creators to launch great new games, while discouraging multiple launches of questionable quality and seriousness."