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What's up with Epic Games?
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For me it's simply EGS paying developers to lock games only their store.
If they were just competing, trying to deliver a better product I would massively support them, similar to how I support GOG, however when you start locking content to your storez you end up with "PlayStation vs Xbox" devision of content.
This is exactly it. They're not building their brand by providing a superior service/experience or driving market prices down. They're using venture capital to fund giving away games to get you to use their wildly subpar services. They're trying to buy market position without the services to justify it.