I suspect that he with the largest market capitalization wins: hence the attempt to hashtag against Apple and make up a social movement in opposition to it, as if Apple was Big Brother practicing totalitarian oppression.

The Apple side of the argument can be expressed as 'on this platform (that you can buy into), who gets to take your money over the internet?' Exerting oversight over their walled garden and taking a cut of revenues means they take very real responsibility over the situation of 'taking your money over the internet', which they're apparently fine with. We buy into that scenario when we are Apple users: there's a point of clearly defined accountability that we take for granted, and we expect any bad actors to be handled by that point of accountability.

Epic's like, 'no, there should be many points of accountability. Or at least, well, US'. We've already got that platform, and it's Android. People still choose to hang out in the Apple walled garden even though it costs a premium to do so, when Android is RIGHT THERE and lots of people are prepared to make it a very appealing proposition (I use Google Fi as a cell provider, but on an iPhone. There's functionality I would have if I went with a Google phone, and the phone would cost less)