This isn't true. You cannot bypass the stream 30% fee from the consumer side.
Because of practices that stream does, which are arguably anti-competitive, I cannot buy the same exact game, from the game developer's website, and receive a 30% discount.
If such discounts were possible, and it was clearly advertised that I could just get the game for cheaper from a different location, customers would absolutely take that option almost always.
See: https://partner.steamgames.com/doc/features/keys
(At the very least, if they're trying to do a most-favored-nation rule, they're not listing it in their policies and are enforcing it through back-channels.)
I think a lot of developers will be surprised how many customers actually side with the convenience of the platform over the actual person creating the value.
Perhaps the "best" counter argument is the Mac App Store and Steam - both of which take a big cut, both of which can be "easily" bypassed for many apps, and both of which customers don't really seem to care about from a monetary point of view.
People care much more about what is or is not permitted, not where the money goes.