Likely caused by the No Man's Sky feud where the UK Advertising Standards Authority were tipped off to Hello Games using concept art to sell their title on the store front, Valve has tightened the screenshot process to eliminate the chance of people feeling a game didn't match up to the information they were fed.
Concept art, cinematic stills, pre-rendered shots and even images containing media-awarded accolades are now barred from the store front image slider.
The changes will come through the massive UI update mentioned a few weeks ago. One that should shake up the system to react more akin to the personalized ads you see on social media sites and other store fronts. Meaning you'll soon be seeing more recommendations based on previous gameplay habits: small tweaks like that.
A message delivered through Facepunch forums goes into a little more detail: "We haven't been super crisp on guidelines for screenshots in the past, so we'd like to take this opportunity to clarify some rules in this space. When the 'screenshot' section of a store page is used for images other than screenshots that depict the game, it can make it harder for customers to understand what the product is that they are looking at,"
"Additionally, we're going to start showing game screenshots in more places as described above, and these images need to be able to represent the game."
So hopefully you'll have a better idea of what you're getting yourself into in due time. No more 3D concept art for an 8-bit Microsoft Visual Studio greenlight game.