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Consequence of what you are proposing is that companies with economies of sale or are willing to operate at a loss due to other sections of the corporation being their main source of profitable revenue would be only ones left. Ironically ensuring higher barriers to entry than there already is. The 10% is more realistic for key resellers than those trying to launch a profitable mainstream platform hosting and distributing everything as opposed to side project that can lose money.
https://www.pcgamer.com/gog-looks-like-its-in-a-much-healthier-spot-after-a-hairy-2021/
The cut GOG takes is 30%. Epic operates at a loss and is more a side project they are willing to lose money on, since Fortnite and Unreal is there real money.
https://kotaku.com/epic-games-store-pc-profitable-google-court-case-apple-1850996972
GOG also started to limit cloud storage per game to 200 MB
https://support.gog.com/hc/en-us/articles/18730340487709-Review-your-Cloud-Saves-to-avoid-loss-of-files?product=gog
You’re right. Hosting files is more difficult than creating art for the game. Steam deserves a bigger cut than artists.