For many Games for Windows LIVE (GFWL) is a dirty word.
GFWL is Microsoft’s PC online system, in effect attempting to create a universal online service for PC games in a similar fashion as Xbox LIVE on the 360.
Not a bad idea in theory, GFWL launched in 2007 with Halo 2 and Shadowrun.
At this point in history was the “PC gaming is dying” era and the now monolithic Steam wasn't anywhere near what it is today, in fact if you brought up Steam in conversation, I can guarantee most people won't know what you're talking about.
GFWL was ambitious, achievements, in game overlay, DLC purchases, Cross platform play from 360 to PC and for a short time asking for a gold account to access special features.