Earlier quoted context omitted.
> If you're a game dev, small or big it doesn't matter, and your game isn't on Steam, it might as well not exist That's an exaggeration. World of Warcraft, COD, League of Legends, all exist just fine. For brand new games, The Bazaar is doing very well and they're using their own launcher. (Slightly off-topic, but The Bazaar is really good, for anyone who likes card-based auto-battler games! Highly recommend.)
Those games are the exceptions that prove the rule. There's some major gaming franchises out there that basically have their own gravity field at this point and can drive people to different storefronts(Fortnite, Minecraft, etc), but outside of those games, forget it, if your new game isn't a AAAA blockbuster and isn't on Steam, most people won't really carea bout it.
What stands out to me is that while most studios accept that they've got to pay their tithe to valve in order to succeed on PC, for many it seems to begrudgingly so and where they have the capability they investigate using their own or alternative channels to get a better rate. It's an interesting parallel to Valve's moan around 15 years or so that Microsoft could E.E.E. PC gaming and the linux direction was hedging against that.