> a recent financial report suggested that Epic paid over $10 million to get Control as an Epic Game Store exclusive on PC, and it's possible the company has done the same to snag some of the more important releases of the year.
A little hard to turn down 10 million.
The colloquial definition of an "offer you can't refuse" is one that would be a bad deal for you, but that you have to accept anyway because otherwise the counterparty would do something even worse to you.
The Epic Store is free (as in beer) to create an account on, and there's no hardware lock-in -- Steam, the Epic Store, and other platforms like GOG Galaxy/itch.io/whatever Ubisoft has can all be run on the same computer at the same time. The situation is completely different from Apple's app store.
What if the game would have made $20m if it was non-exclusive?
Exclusivity deals mean both parties - or either party - is making a huge risk or there's information-asymmetry involved.