The "Valve good guy" points are noto just with customers, they also don't mess with publishers, otherwise you wouldn't see this much AAA publishers get in business with Valve so easily.
Epic gives literally money for free to publishers, but due to lack of "good guy points" (after all they bribe publishers: publishers are happy to get bribe money, but once you fail their demand... they shit all over you: see Randy Pitchfork's latest comments on Epic) publishers are quick to forget them (despite much more convenient cut share).
TL;DR: if Valve annoy publishers, publishers take away the "Valve good guy" point.