HTC also has its own Windows VR game app store (Viveport), that they seem to have put a hell of a lot of effort into, but it's relatively small in active userbase compared to Steam and Quest.
They seem to be trying to out-compete the 2019 Valve Index with several newer products that on paper add incrementally so many additional features that they've left the index in the dust, but they manage to keep flopping on the basics - comfort, FOV, speaker and microphone quality, and last I tried it (a couple years ago to be fair), their frame reprojection was warpy and stuttery compared to Index's very impressive reprojection, when the rendering FPS drops below the headset refresh rate.
If they could have just refined and polished the fundamentals, they could start eating the Index's lunch, and there's a large number of people still buying the Index. And valve would still benefit from that because most people will probably use steamVR. The steamVR market is not small, but it'll get even bigger when Valve release an Index 2, or someone else releases something that nails the basics and uses 5-year-newer tech.
Heck, Google Cardboard was a thing 10ish years ago, and it was incredible. If they instead made a ~$50, cheap-ish but comfortable headset, with lenses and a strap and slot for dropping in and securing a phone, so that users don't need to keep holding their phone on their face, we could have had everyday MR back then. Plus, now we have wide FOV cameras on the phones, which should enable usable gesture interaction with your hands in front of you, just not something as intense as the vision pro or controllerless quest 3 where there's 6 cameras looking everywhere to track your hands.