I care about companies that make games I love - Obsidian, CD Projekt, IOI, Warhorse, Larian, 4A…I buy games from these full priced and often in Collector’s Editions to boot. These companies have so far also been extremely pro-customer and offered their games on all major platforms, some of them even GOG, so that’s great. May it long continue.
I do not care in the least about EA, Activision, Square Enix, Ubisoft, Warner…and if these happen to make a game I want, I will buy it wherever it is cheapest. And if they make it available on one exclusive store, I will wait for a sale.
As far as Epic is concerned, I plan to get the freebies and otherwise ignore them. That could change if they, say, moneyhatted Rockstar for exclusive PC version of RDR2, but it would piss me off.