And they will have a vastly reduced set of people willing to use their software as a result. Other than a few key things, that's probably more trouble than it's worth for a lot of people, and the requisite "Warning: This app store is handled by someone else to make absolutely sure you trust the company running it" will scare a bunch more off, if it's something new.

If, on the other hand, it's Steam, or Epic, or some other super well known steward of content that has a well known name and reputation, then maybe if users are also lured by lower prices, they might consider it.

You know, exactly the same way you might feel a lot more comfortable buying that watch or toy you really want if it's from your local target and not some random guy with a table on the street.