I think this comes down to ambitions. Unity wanted to be an advertising company and when that goal started slipping away, they did something drastic. Epic wants to be a store and a virtual production platform. Who knows what they’ll do if those goals seem impossible.

It’s also worth remembering that Epic isn’t the good guy here. When incentives align, most corporations are capable of some pretty awful stuff. With Epic specifically they made accidental purchases in Fortnite very easy and then intentionally buried the refund button outside the store under an obscure settings page [0].

[0]: https://www.ftc.gov/news-events/news/press-releases/2022/12/...