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Steam Is Run By Fewer Than 80 Staff, Lawsuit Docs Reveal
(insider-gaming.com)
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Because they tried competing and it didn't work because they kept offering an inferior product, so they're trying to weasel Steam out of the market
As for as storefronts go, which is what's being talked about here, they are competing and winning. With a fraction of the employees other companies employ for storefront work. Origin (Rest Unpeacefully) and Uplay never stood a chance and epic has had plenty of time to market saturate. The company not being publicly traded doesn't prevent competition, it prevents investor interests like quashing competition.
They meant the other companies tried competing and failed so they're pushing these anti-valve lawsuits and articles.