Most folks on Twitter are siding with apple on this. I think this is mostly thanks to Epics horrible way of explaining this.
I feel they could have gone with this much simpler explanation and everyone would be happy;
"We have no problem giving apple 30% if we use their infrastructure. But if we use our own and save 30%, we want to be able give our customers lower prices"
Btw, the ad mostly confused their (mostly young ) players.