If your business relies on your ability to walk in into a store with your shirt off and a mom-and-pop shop denies you access, you can look for one of their competitors. If all the mom-and-pop shops decide have a "no shirt, no service" policy, that rule probably exists for a reason (its a form of democracy).

I don't really care about Epic's stake in the matter; they are clearly making plenty of money. A smaller company with a different idea that treads the line with their in-app-purchases would be in a tough place.