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Valve created a fantastic entertainment product that people voluntarily choose to use. Why would you want to turn something people already love into something completely different? Counterproductive - especially when direct distribution is essentially free and universally accessible.
Stream created and maintains a platform that gamers and developers want to use but more importantly, they’ve built up a reputation that people believe in and trust.
Gamers and developers are so eager to use steam because in all the years they’ve been operating, they still support and expand upon family sharing, have a fantastic refund policy (for consumers), don’t employ aggressive exclusivity deals, don’t limit download speeds behind paywalls, and provide a great review and recommendation system.
They’ve become successful due to this reputation, why should we punish them for that?