It's not in Adobe's best interest to hand over that portion when they have proven demand for their product and a distribution system (Adobe Cloud) of their own.

It's not in Adobe's best interest to hand over that portion when they have proven demand for their product and a distribution system (Adobe Cloud) of their own. For smaller devs the store should provide a better marketing and sales platform, and so be worth the 30% cut. Steam, as an example, seems to work out alright for most companies but not everyone.