I get the impression that Unity did not do a lot of homework before rolling this out. Several aspects of the policy they’ve waffled on, and when asked about who would pay the fee for GamePass games, they said the distributor would, but it appears the distributors were not consulted on this.

Not to say they didn’t consult with the major Unity players, but it seems plausible that they didn’t based on the carelessness of the rest of the rollout.

Big big players probably don't care the Pro and Enterprise tier isn't too horrid. Or they have negotiate their own deals. For them 0.01 per install is probably magnitudes less than they pay on advertising per player.