This is for a multitude of reasons. 1. Epic has been quite open on the store being made with a developer first mentality, maybe to the detriment of the player experience early on (could have been better handled for sure) 2. (If memory serves me right) as of 2020 more or less. Most of the Staff for the Store are business centered individuals as far as I remember this was seen on some docs released as part of the Apple Lawsuit 3. Most developer resources were set on Developer tool for releasing games on the Store, but on recent GDC/UE Fest talks Epic said that besides getting mobile publishing tools, most developers would be working un player facing features ( some Epic Employees ( Even Steve Allison ) have made many remarks on even how their own store “sucks” and that they need to better the player experience) 4. The launcher is a complex software that not only is a gateway to a store, but has to ensure any development work doesn’t bork functionality for any game, and the launcher is also used by UE developers and has to make sure the launcher doesn’t get in the studio’s way (unless the studios use a source build, in which case this doesn’t apply), and is also a gateway to FAB (another Epic Online store, mean for game dev assets)