What I describe isn't the current system, it's the reform I propose. The current system sadly often is you can't self-publihsh because "lol no marketing" so you

What I describe isn't the current system, it's the reform I propose. The current system sadly often is you can't self-publihsh because "lol no marketing" so you sell your rights for a one-time fixed payment and the new owner profits for years or decades. The new owner is also usually a large company which has fundamentally more bargaining power than an individual so even if you get a propertional payment, the ratio of effort to reward of the company vs individual is unfair (if you put a 1000 man-days of work into your game and Steam takes 5%, do you think it's actually putting 50 man-days of work into selling it?). As for naturally occurring principles... there are some, ehm, methods of negotiating, which you could consider natural but the state you live in would generally not approve.