As far as I know, the developers of 0ad themselves have allowed in their legal guidelines that anyone can sell it, as stated in the GPL2 and Creative Commons licenses. As long as the source code is publicly available, there is no legal or ethical impediment to selling 0ad with or without modifications. If they don't want it sold, then they should change the license; using the GNU GPL doesn't necessarily mean that you don't have to pay for the free version.
I think people who install 0AD from Steam won't care if it's alpha or beta or has campaigns; as long as they can play a single-player game, that's enough. If you don't do it, someone else will, whether by changing the logo, name, and so on, but keeping the same engine and assets. People don't want perfection; they just want to play. And if the game is open source, then modifying and selling it is completely free and allowed. Richard Stallman must be turning in his grave because Steam prevented a game from being sold under his own license.
If 0ad was removed from Steam it was only due to ignorance, but it is completely legal if the correct steps of Steam's guidelines are followed, and if the official studio doesn't do it, someone else will someday.