Games made by EA, or one of their subsidiaries, being sold solely on the EA store is not the same as a third-party developer signing an exclusivity contract with the publisher who happens to operate a (quite terrible) store for some reason.
Actually it is, because nowadays a "publisher" is mostly just a company that puts up money to allow a developer to make a game. As a result of that investment the publisher gets to impose certain conditions on the developer, and in the case of ActiveBlizz it requires that the games it funds are only released on its store. The only difference is that ActiBlizz owns its developers, but practically that doesn't make much difference to how things work, since the development and publishing sides of the business might as well be separate entities.
I understand exclusives for hardware platforms, because development and testing takes time. Exclusives for one store when there are others (much better ones) available for the same hardware platform and same OS are a different story.
Do you really think that development and testing on PC don't take time and money?
Really?
Your argument would have more merit if they actually were "also" trying to compete on features, support etc.
No law says that attempts to compete have to be
smart. If Tim Sweeney thinks that dumping a billion bucks of Epic's money into a pit and burning it is a way to get more people to use EGS, he's fully entitled to do so. It's no different from the ad campaigns that cost tens of millions of dollars, yet everybody hates them when they're launched.
And honestly it's probably just due to lack of understanding of the fact that repeat, not new, usage is what makes a product successful. Silicon Valley execs and venture capitalists obsess over the latter "growth" metric because they love to see it increase month-on-month, while ignoring the former one. The thing is, if your product is adding 1 million users a month that's great, but if they all stop using it after 3 months it's really not!
This, BTW, is basically how WeWork got so big, only to implode - they kept showing amazing "growth" numbers, so investors kept throwing money at them, except the truth was that the actual business model was basically fundamentally incompatible with making money. This is not a purely Silicon Valley problem, there are many other companies across many different industries that have been inherently unhealthy for a looong time yet because of "growth" have been able to soldier on until their ultimately collapse.