I agree, I think its a good thing Steam is receiving competition. They have stagnated for a long time with high fees, bad customer service and a bloated drm-filled application.
Competition is two stores offering incentives to users to come buy the product from them as opposed to the competitor.
This is anti-competitive and anti-consumer. If Steam were doing similar things, no one would stand for it, and I find it really odd that Epic gets a pass from some people.
As the consumer, I want to be able to choose which store I buy from based on the merits of the store and the deals offered.