== UPDATE == Thanks everyone for the response - mystery solved. After a bit over 36 hrs the purchase button appeared. Just now we received a response from support confirming this was an invisible back-end problem - no fault of our own, nothing we could see or do. Unfortunately the first round of wishlist emails is the one that matters, and the store visibility algorithm took the first 36 hours of zero% conversion into account - there's no going back.
They did apologise and re-send the wishlist emails and give our game a slight bump in categorical visibility which is appreciated.
For other devs this bug is unlikely to affect you if your steam package was set up less than 4 years ago (roughly) - if in doubt we suggest asking support to safety-check before you release. 🙏
==== OP =====
30 hours ago, after 6 years on development, our indie game went live on steam.
We were thoroughly prepared - final build tested and approved, launch trailer scheduled, campaign across press, email, community, socials.
The time came, the game released, Steam sent out calls-to-action to the thousands of people who'd expressed interest in our game over the past few years and in the leadup to launch.
...
Then we dared to celebrate and hit refresh on the store page.
No purchase option. No buy button. ... We double triple checked everything. ... Panic
It's now been more than a full business day since and no response from Steam about this. We've contacted developer support every way we know how and our game is probably tanked irretrievably in their algorithm.
Fans contacted us about it. We did manage to find an obscure back-end link to the Steam purchase option and shared this directly with fans waiting to play the game, but it's too little too late.
We now have 4 reviews, all positive. 👍
Everyone else who got the wishlist / saw us on the store queue were unable to buy it, and what was probably our one chance. 💔
We poured our hearts and souls into this and followed all Steam's advice on how to launch successfully. To say we are devastated is an understatement.
Thanks for reading, just needed to tell someone.