It's a noble quest. And realistic; it's almost beyond reason how bad EGS is/was for so long with so much money and "the best people" thrown at it for a decade+.
I've been involved enough with a few (mobile and PC) efforts in this direction, and now believe the US business culture can't create new ones in established markets.
The reason is the highly successful competitor, in that case Steam, inspires a sort of megalomania in those aiming to compete with them, which leads to spectacular self destruction and consumer confusion as stores try to act big long before they are self sustaining.
I've been involved enough with a few (mobile and PC) efforts in this direction, and now believe the US business culture can't create new ones in established markets.
The reason is the highly successful competitor, in that case Steam, inspires a sort of megalomania in those aiming to compete with them, which leads to spectacular self destruction and consumer confusion as stores try to act big long before they are self sustaining.