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Gearbox CEO Randy Pitchford says his hopes on Epic Store were 'overly optimistic or misplaced'
(www.tweaktown.com)
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Yeah, obviously they'd want to earn it back and yeah, obviously from customers. You make that sound malicious. Steam is doing the same thing. With the amount of money Steam makes, they could drop their share in half and still make a killing. Epic wouldn't have to do anything that Steam isn't to recoup costs if they were competitive with Steam.
That said, Epic does take less revenue from developers, which is nice. This doesn't translate to less for the end user though because Valve uses their market dominance to force the same price across marketplaces or you aren't allowed on Steam. It's fucked up.