I remember when it was in vogue for every game maker to build their own launcher or even full Steam clone - when EA pulled all its new games from Steam to get people to use Origin, when Ubisoft forced uPlay on you no matter how you bought the game, and so on. Now, it seems like we're pulling back from that situation somewhat - a lot of EA games are back on Steam, for example.
I wonder whether the experiment didn't work, or if it worked, but now the goals have changed again?