The “30% is the industry standard” claim is not even true anymore. Epic currently takes 0% to expand its catalog, though from what I remember, it estimated that it needs to take 7% or so to be profitable. Microsoft takes 12%. Itch allows to adjust. GOG’s fee varies from deal to deal. Ubisoft (and EA) no longer sell third-party games, so they’re out of scope here.

The only way I’ve seen people try to counter this is by referring to the mobile and console store fees, but going by the Epic v. Google trial where the jury was asked to define the market and defined it as Android, there’s just no way that argument would hold water. Still, console manufacturers produce at a loss, so they need to make up for that. In the mobile market, Google is already changing its fee to be 20% or less.

Edit: lawsuit->trial

GOG’s fee is flexible, as are publisher contracts, which have no relevance to the discussion, as it’s in addition to store fees and involves major investments. Google is changing its fee to 20%. Epic’s is currently 0%. Microsoft Store’s is 12%, itch’s is adjustable. In the PC market, Valve is pretty much the main outlier at this point.