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I feel like the introduction of "store exclusives" really grated badly on an already well established Steam user base.

Gamers, and PC gamers in particular, are quite stubborn. I suspect there's a lot of loyalty to Steam for many reasons and Epic making their own copycat store split their already well-curated libraries. That and they literally yanked games already released on Steam and moved them to Epic, so I'd say that's where most of the bad blood comes from.

Epic literally said 'screw you' to Apple store policies on in-app purchases, then went to court after they got pulled down.

Valve doesn't have anything in the phone space AFAIK.

Steam doesn't sell games on iOS platforms. Epic does.