My tweener kids will preference Steam over all other platforms. They would rather buy/re-buy, or pay more for a game on Steam than use another game launcher.
Their are games that are free to play with Xbox game pass, but they would rather buy and play them under Steam.
They have negative views on Epic, Ubisoft and so on. Blizzard/Battle.net aren't even on their radar.
They are mostly indifferent to MS/Xbox Store.
With Steam, the brand respect they have is five-stars!