If one day I manage to build a billion dollar empire, my sole inspiration on how to conduct business is Gabe Newell. [1]
Which is exactly the thing Epic can't compete on. They can give away all the free games they want, but Steam and Valve have done much more than offering games on sale.
(I got a 13 year old account on Steam, more than 500 games bought, almost $10k spent on the platform. No Windows partition for the past 3 years)
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1: I honestly couldn't name anybody else that has kept their company private, grown it to such heights and stayed true to their founding principles, without selling out to shareholders and advertisers for an easy buck.