With Steam being nearly a monopoly, if a competitor wants to succeed they need to hit hard.
That's what Epic has been doing with the "a free game each week" program , investing a lot of money by paying those games publishers to get the right to give them as a weekly freebie, but in the end winning a lot of new potential customers, enough for making more money than spent even if most potential customers will not buy anything and are only in for the freebies.
Looking at the numbers, this practice works great for them :
https://www.theverge.com/2021/4/12/22380895/epic-games-store-afford-give-away-17-5-billion-free-games(without even counting the Fortnite ever growing base, thanks to more people getting on their store, that make Epic billions of cash)
And of course it works totally for the people claiming those freebies as they're usually rather high quality titles for free, additionally in the long term it's also good if Epic grow as Valve/Steam will not be a near monopoly anymore, so they'll all be forced to find new attractive way to bring customer to them, prices reduced, more freebie etc...
Hopefully Gog will still be there for those tasty no DRM installers.