Here's the problem for the OP. I believe him when he comments about the little splash image on the front page of Steam not warning about it being an Early Access game. From what I recall, it was a little thumbnail (well, maybe 20% of the normal size) with something like 50% off well displayed.
So, yeah. It didn't say it there. Probably. I don't remember for sure, tbh.
Problem is, well, two things. One, that's on Steam (presumably) who made the banner, not Stardock. Secondly, clicking on those banners.... takes one to the Store Page for the game. And, as has been noted on more than one occasion, it is displayed fairly prominently that this is Early Access.
What I think happened is somewhat Rashomon-like, however. The OP clicked on the banner on the Steam Homepage, landed on the Store Page for GC III.... And then didn't scroll down to see all of the huge warnings about Early Access.
The classic case of The Dangers of Click Through, sadly. How he added to his cart without seeing the HUGE WARNING about Early Access that is right above the buy button, I'm not as sure of. Looking at other Early Access games on Steam, it seems fairly hard to do. But maybe he found a way to do it. Or he just didn't notice. It could happen. Sadly, none of that is really the fault of Stardock who has, near as I can tell, done everything they can to tell people this is Early Access before it is possible to buy it.
So, at worst, Lesson Learned about the Dangers of Click Through. Given what can happen when what can happen with computers and Click Through, it's not much of a loss, all things considered.
Especially since the game will be out of beta relatively soon. 
So, yeah, one can try to plead one's case with Steam. But I kinda doubt they are going to listen. But, hey, what's the worst they gonna do? Say, "No?". 