M$ lacks much in the way of first party support, when compared to Sony and Nintendo, so letting Epic go would be a huge blow...I'm not sure EA has the money to buy Epic tho. I think M$ needs to look at buying them, or at the very least, signing an ironclad publishing deal with them for like 10 years are so...that way, they don't have to worry about, putting up billboards. Valve has the best of both worlds with steam...and using EA as a tool.