Even if that doesn't include the players who never even installed the game, there's a still a fat tail of players who bought it on a sale, tried it for an hour

Even if that doesn't include the players who never even installed the game, there's a still a fat tail of players who bought it on a sale, tried it for an hour and weren't interested enough to continue because there are just so many other options. Things used to be very different back in the era of cardboard boxes when most people didn't have an abundance of choice and impulse buying games was much less of a thing.