sadly, this is what happens in movie industry as well. All different publishers want to release their own platforms, on their own terms, not having to share money with anyone.
It's a natural thing for business, but not a great thing for gamers - having to set up multiple accounts on multiple services just to play some games.
On the other hand, maybe their direct income from their own platforms will be significantly lower than on Steam, (or on Netflix, when it comes to TV shows and movies), and the situation will dissolve eventually. But I doubt that.