No one's stopping them from making their own store or console. Resulting in just another EA and Ubistore, hardly anyone really uses. Maybe make it a joint venture with the other entitiy on an acquisition war path, Tencent, or even get EA, Take2, Konami etc, all on board too. Instead of one publisher doing the platform overloarding, share that responsibility. One publisher trying to push their own store never really worked, even if you are a major one, but as an concerted effort, neither Valve nor Epic could really thrive when all main third parties make their own combined thing.
But complaining, or let me label it explaining, is easier than actually tackling the problem.
If that's not preferable then you have to pay the 30/12/whatever entry fee to the walled gardens of companies that took the risk of building something.