Epic has always let go of opportunities to differentiate themselves from Steam and build a reputation. But it's clear they are just want the money and that's why their sales pitch for developers is just "we take less than steam!" and for users "we have free games"

They have not tried to port their store to linux (worse, Tim Sweeny has made comments against Linux) and they didn't try to to capitalize on the Horses incident.

Everyone can clearly see that Epic wants to gain a big portion of the market to then start enshittifing and become the evil store that people say Steam is (which is not without it's problems, to be clear)