Well not everyone wants to have to have ten game stores with ten custom launchers if they only have ten games installed
Also Epic may control the release in some ways. For example, Civ 6 on Epic is PC only but on Steam it’s PC & Mac. So I bought it on Epic and then realized I can’t play with my friends who are on Macs.
Why would I want an entire new game store, an app that they’ve chosen to make incompatible with one of the two major computing platforms, and yet another thing to keep updated, minimized, and logged into.
I’m all for competition but exclusivity deals are overall negative for the consumer. It’s worth $10 million to get a new game exclusively for Epic to force everyone to use a store they don’t want to install or use because they’ll end up spending $100 million on other games. It’s an effective business tactic but it’s not exactly in my interest.