Steam reached 25M concurrent users for the first time
twitter.com
twitter.com
But largely due to walled gardens, platforms like Steam can't access many of those users...
These alternatives are not frictionless but at least they exist.
I am not in the anti Apple camp on its App Store policies, but the issue is not the 30% cut, but rather the 30% cut with no other distribution alternatives and how consistent Apple is in applying the 30% policy.