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The name "Steamwheedle" hints that he runs the Steamwheedle Cartel, but is not specifically confirmed. It is implied that the Steamwheedle Cartel was the group of goblins that originally sided with the Horde. Currently the Horde is trying to improve relations with the cartel in order to get them to rejoin. If so then the Trade Prince would most likely have been Steamwheedle.
Perhaps he is Ratso Steamwheedle, or they are related.