By "everyone" I mean game studio owners. They're desperate to not pay 30% to Valve / Sony / Apple / whatever.
The vast majority of people that work at game studios don't really care about that, they see a shrinking fraction of the profits of their employers and worsening conditions.
https://www.fortnite.com/news/fortnite-developers-will-soon-...
Unless you're inside Fortnite, where Epic takes a 63% cut of any 'in game item' you sell, and you don't have a choice of storefront inside the game.
Rules for me, but not for thee, so sayeth Timmy Tencent as he collects his next ten cents of revenue from a twelve year old.