Maybe I'm missing something, but why can't Epic and other developers just raise the price of the games on the App Store by 30% and pass the cost along to custom

Maybe I'm missing something, but why can't Epic and other developers just raise the price of the games on the App Store by 30% and pass the cost along to customers. Customers on Apples Ecosystem will just need to pay a premium, just like they do for their devices. "When you choose to use Epic direct payments, you save up to 20% as Epic passes along payment processing savings to you." Apparently they already were, they just want to lower the price for consumers.