At the end of the day, Epic's probably going to figure out that most PC gamers are never really going to "default" to EGS. Their data is going to show that the new users their various wacky promos are bringing in aren't really spending all that much in return, and aren't "loyal"...
I dropped an easy 200 in the Steam Winter Sale; conversely, I spent like ten bucks on the EGS sale to get Fallen Order, AND they gave me another ten bucks which I'm going to use to buy Tetris Effect when the EGS winter sale ends. They literally paid more than I did for the games I bought/am planning to buy, on top of all the free games I already mooched off them, without any guarantee that I'd ever shop on their store under normal circumstances. That's completely unsustainable.