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What's up with Epic Games?
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The problem is that without those exclusive deals noone would change
Most people didn't buy EA games at origin or Ubisoft games at UPlay even though you needed those launchers anyway. They even didn't buy CDProjekt games at gog despite the games being dem free there.
Excluding deals on sought after games is literally the only way to get a majority of the players moving away from there comfortable "I have ally games and friends there already" position
People are lazy and hate change - without force it's not going to happen
They don’t even try to be competitive on technology or service though. If they were making a comparable or even superior product and people were sticking with Steam anyway for the network effect I’d agree they’d be justified in doing more to attract customers. But they just want to use their pile of money to buy their way into a market without putting in the work to design and develop a superior product.