That's really the thing with Steam in general, from a consumer perspective it's a very good and honest service, it actually adds to the experience of playing games instead of being an annoyance.
A lot of other stores feel like only shells made around popular titles to promote more stuff and lock people into using them. More launchers won't solve the monopoly of Steam, you'll just end up with as many as there are streaming services.
That's not the case for GOG and Itch, but there you don't get the same level of experience.