I think the fuss is mostly just bitter “PC master race” enthusiasts that are upset about this avenue of console gaming coming to PC, just like they were when DLC started its transformation.
The guy in the video is right though. You’re launching a new service, this is the only way you’re going to make any headway. Very similar to when Sony launched the PSone and started offering publishers less royalty fees and moneyhatting games. Otherwise you’re just going to have another generic store front nobody uses while Valve remains complacent with Steam.