There are so many companies that have all the pieces to make good competition to Steam but their greed gets in the way. Microsoft in particular should have been a shoe-in for it, but GFWL was an embarrassing failure, the WIndows store is rubbish and insists on a new file format that (at least in the past) caused all kinds of issues for games, and now their Game Pass service has no focus on a buying element. This is without going into both Amazon and Google tripping on the starting line when it comes to getting in the gaming space. A launcher that was tied in with Amazon’s web store would be a really quick way to get a lot of people in naturally.
I really wish more people used GoG to where it could be a competitor. Unfortunately the game selection is much lower due to companies turning their noses up at no DRM. Also, I will admit that I tend to buy things on Steam in favor of GoG due to a lot of the features Steam has.