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Epic Games Store is offering developers 100% of revenue for six months of exclusivity
(www.videogameschronicle.com)
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What was the alternative for the first ten years? Nothing better for sure.
The alternative back then was to buy physical games or to pirate them.
As bad as the Steam experience was at the time, it was still convenient. Nowhere else could you reliably download games at those speeds, and you could legally purchase games without leaving the house, not to mention the prices.