Shame they aren't doing those things. Steam doesn't need 30% of the profits just for hosting the downloadable file.
Fact is we need some hard regulations for all digital stores, especially when it comes to gaming but we will never get them because a large number of consumers are dead set on defending one of those stores.
You can't clamp down on Microsoft for stealing from their customers (both devs and gamers) while steam, who's making even more profits, gets a free pass.
The other stores aren't the bar though. Epic being shit doesn't make Steam a saint. I also don't think giving free games is anti consumer. Exclusives yes but not the free games.
Steam is under multiple lawsuits, including one because they threaten devs with delisting if they put their game up for cheaper on other stores (this is separate from their steam key rule).
I think they have a massive ad campaign not only to make themselves look good but also to make the competition look bad tbh. I see a lot of seo work being done for instance. I'm guessing the budget is massive.
Steam also popularized DRM and not owning your games. It's a money printing machine tbh. They have like 300 employees lol.