What's something you did not expect when setting up your first Steam page?

I just created my SteamWorks account and filed all the bank/tax forms. I hit a wall when they didn't just take my money and let me build. I had to submit a bunch of extra ID verification stuff. While I wait, I'm researching what sort of things I'll need to fill out on my page, and I'm writing them out on text files until I can get in and do the fun stuff.

What's something you weren't prepared for on your first go? Or, what's something you wish you'd have done differently?

Also, did you release a demo on itch.io? I wonder how important that is.