Epic is implicitly making the case that consumers are harmed by having to pay $9.99 instead of $7.99 for in-game tchotchkes, but even as someone who's grown pretty skeptical of Apple's approach to the App Store in recent years, that strikes me as a reach. They were manifestly not losing money under the existing pricing agreement, and their fight here sure seems to be "we don't want to share that much revenue with Apple" rather than something akin to Hey's "Apple's revenue share materially harms our business". In-app purchase policies are arguably where Apple's policies are at their worst, but I have serious doubts whether Epic Games is a great standard-bearer to line up behind in a fight for fair business practices.