Last year, I pointed out how many big publishers came crawlin' back to Steam after trying their own things: EA, Activision, Microsoft. This year, for the first time ever, two Blizzard games released on Steam: Overwatch and Diablo 4.
Which is why steam invested in said FOSS projects to begin with, they can now forego having to pay licensing costs to microsoft. It is not like steam did this out of the goodness of their hearts, but rather for their own bottom line.
Yes it absolutely is for a megacorp, for 0 return. Anybody who wants to run games on non-steam launchers can do so just fine, there is mostly only convenience to be gained. The megacorp needs to hire entire teams / departments that understand linux, that understand wine/proton and that can maintain and keep said packages up to date, it is realistically not simple or cheap in corporate hell.
The idea that there is money worthwhile for any store but steam in linux gaming is detached from reality. There is only money in it for steam only because of steam deck.