I think the only thing we should pay particular attention to here is what steam does in response.
They are definitely not without competition, sure they may have the physical platform a lot of people are using, but other platforms can piggyback off them (GOG seems to be doing this to some degree), reduce their direct sales or otherwise alter the business steam does.
Epic has played down its hand, lets see what the market leader responds with, if nothing happens. Then Epic will probably be able to leverage this foothold to its advantage. Honestly, I don’t see anything bad coming out of this, but I don’t see much good either.
This feels like an attempt to just ‘get a slice of the action’ on Epic’s part, not really driven by any particular drive or goal or need. They just want to get their 12%.