Sure, but they were also forging the path. It’s not like Steam is a state secret. Anyone can download it and see what features it offers. Hell, Epic doesn’t even have a fucking shopping cart. They’re behind basically every store front on the internet. They could’ve hired a company to build them a webpage with more functionality than they included with their store front.
Here is a picture of a SquareSpace website:
Cost: $18 a month.