Valve claims that 30% share is fair while having one of the highest income per employee of any company. That means that their share is too high.
It's more than what the government demands from you, while the government is _much_ more important than Valve is for any business.
The CEO of Valve argues that money steers the community. That's true, and it leads to slavery, drug trafficking criminal organizations and war if the government doesn't regulate. Commercialization does not only have good consequences. Though being able to extort more money out of the masses might skew your vision on that.
Just because it sells doesn't mean people like it. It might be lack of alternatives.
I'm not in principle against money. If you really think that you should, offering a service to make payments to the authors easy might be good. But among many things, DON'T BE RIDICULOUSLY GREEDY.
Let's suppose now that to develop the infrastructure for your service was really expensive and the market volume is not big enough to get the investment back with small percentages.
This is an interesting situation because even if you are "forced" to offer it with 25% share for the author some authors will use it due to lack of alternatives.
Right now I don't have a good solution to this problem. Maybe lower your cut according with the return you already got until you arrived at a fair share? Maybe the best would be if you didn't offer your service at all...